Campaign details
Brand: LuxLead agency: InMobiRegion: MENA
Objectives
Established in 1925, Lux has enjoyed sustained success and popularity amongst young women for decades. While Lux is a skin cleansing leader in UAE, it was being threatened by competitors such as Dettol, Palmolive, Johnson's and Fa.
The brand has a lineage of being endorsed by charismatic, feminine role models (mostly high profile actresses). This perception has been losing relevance with the current generation of consumers. Lux knew it had to reinvent itself to help maintain its position and remain relevant to its target demographic. It was...