LUX: We Are More

LUX, a women's beauty brand, launched the We Are More campaign in South Africa to communicate a more authentic and relevant message.

Campaign details

Brand: Unilever / LUXLead agency: GorillaRegion: EMEA

Objectives

LUX is currently declining in share, equity, brand health, key attributes and penetration. More of the same messaging is going to result in more of the same results. A recent brand deep-dive exposed that LUX needs to stand for more of the category drivers than just fragrance and soft skin. The brand needs to communicate a more authentic, relevant and talkable message rather than the previously one-dimensional 'beauty queen' view.

LUX must shift from being a brand women use, to being a women's brand –...

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