Brand: LUX BotanicalsAgency: T&A Ogilvy VietnamRegion: APAC
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However, the problem is modern and urban women tend to think that LUX was an outdated and old fashioned brand.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...