Lux: More Than You Can See

Yasmin Shehab, Dina El Dessouky, Yosr Khalifa

Soap brand Lux overhauled its image with a modern take on femininity to engage with its target and grow sales in Egypt.

Campaign details

Brand: LuxBrand owner: UnileverAgency: FP7 McCann CairoMarket: EgyptIndustries: Bath toiletries, soapMedia channels: Events & experiential, Online video, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

Post-devaluation, with Egyptian consumers being a great deal more price sensitive, soap bar brand Lux was faced with a challenge as it was priced at a premium with no clear differentiator, despite the fact that it was initially targeting a specific SEC that was fine about paying a premium for a brand that was relevant...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands