Lux: Perfume Portraits

This case study shows how Lux, a soap and bodywash brand, managed to increase its sales through an online video campaign that challenged India's perceptions of beauty and fragrance.

Lux: Perfume Portraits

Camille Burdin

Campaign details

Brand owner: UnileverLead agency: JWT and Golin HarrisContributing agency: Sapient NitroBudget: Up to 500kCountry: IndiaIndustry: Toiletries and cosmeticsMedia channels: Earned media, buzz; Online video; Public relations; Social media; Word of mouth, advocacy

Market background and cultural context

Born in 1923, LUX is a pioneer in the use of celebrities. The first brand to use actresses as ambassadors, LUX has been demonstrating its soft skin benefit via stars for the past century. But to differentiate in a crowded category, LUX is...

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