LUX Botanicals: Change for the better

Body wash brand Lux rebranded as Lux Botanicals and ran the Change For The Better campaign in Vietnam to build premium brand perceptions and drive sales through reality musical performances from a top Vietnamese artist.

Campaign details

Brand: LUX BotanicalsAgency: T&A Ogilvy VietnamRegion: APAC

Strategy

Objective:

LUX is a long-established brand selling mainly to rural women. In 2021, LUX set a new business ambition to maximize its growth opportunity towards the beauty premium segment, focusing on the urban areas.

However, the problem is modern and urban women tend to think that LUX was an outdated and old fashioned brand. We haven't had any worth-noticing communication activities and product innovation in the past 4 years. For 2021, LUX #1 priority was to transform its brand image and experience to become relevant...

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