Lux Search Words - #IntoTheSpotlight

Background

Women's rights in Saudi Arabia have been appalling, the country ranking 141 out of 144 in the 2016 Global Gender Gap Report. Societal norms and restrictions meant there were little or no opportunities and exposure for women with professional skills. In the highly-contested beauty category, Lux wanted to shift from just being another beauty product to showcasing the beauty that lies within a woman’s talents and abilities. The objective was to increase engagement with such women and give them an opportunity and platform to showcase their abilities.