Campaign details

Brand: Lux
Brand owner: Unilever
Lead agency: Wunderman Dubai
Country: United Arab Emirates
Industries: Bath toiletries, soaps
Media channels: Online display, Online video, Packaging & design, Public relations, Social media
Budget: Up to 500k

Executive summary

When aggressive promotions from the market leader shifted the conversation in the shower category to germ-free, Lux, with a single-minded offering about fragrance, had to bring beauty back into the conversation.

The importance of fragrance in the Middle East was key to the brand to regaining its relevance. Different from the West, there's a culture around perfume in this region, leading women put on several layers of fragrance instead of just one. In such a context, showering resets your scent and soap is the first layer of fragrance you wear.