Lux: Go green, go Lux

John Dawson, Alina Yang, Nicholas Short

LUX, the beauty brand, encouraged consumers to participate in environmental protection in China.

Campaign details

Brand: LuxBrand owner: UnileverLead agency: Mindshare China, Unite ChinaContributing agency: SEPA ChinaCountry: China (Mainland)Industries: Bath toiletries, soapsMedia channels: Livestreaming, Online display, Print - general, unspecified, Public relations, Social media, TelevisionBudget: 500k - 1 million

Executive summary

"Go Green Go LUX" originated in 2011, after ten years of hard work, it has planted a total of 10.3 million m2square grasslands in Tibet. These have absorbed 6,000 tons of carbon dioxide, benefiting 15,000 local farmers (Source: Tibet Grass Land Engineering and Technology Research...

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