LUX #WeAreMore

LUX, a women's beauty brand, launched the #WeAreMore campaign in South Africa to inspire women and shift brand perception to be a women's brand.

Campaign details

Brand: LUX (Unilever)Agency: Edelman South Africa

In 2017, South African women's beauty brand, LUX, built a campaign around the hypothesis that for far too long, women have been celebrated for their beauty alone. Often ignored are the many details and hidden facets of a woman that make her truly radiant, powerful and unapologetically feminine. Enter the #WeAreMore campaign: an emotive celebration of womanity that not only started a movement to inspire and empower women to express and celebrate everything that makes them who they are, but also shifted LUX from being a brand women use,...

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