Outdoor & Events

Lux Soap Art

Lux Global

Issue 25 | December 2012


Lux is one of the largest and oldest soap brands in the world. To revitalise the brand, the business was repositioned on a fine fragrance platform. The new strategy required Lux to stop thinking and behaving less like a soap and more like a fragrance product.

The key insight was that fragrances evoke emotions and feelings rather than rational benefits. And art was seen as the most powerful way to express feelings.

The core thought behind inviting famous artists to work with Lux to create powerful, emotional experiences was it only required a few drops ( 'Just a little Lux', the new brand line) to stir up some big emotions.

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