LUX UNILEVER

CASE STUDY SUMMARY:

The brief was to accelerate the adoption of liquid body wash amongst bar soap users in India. We discovered that our audience - women aged 30 - 40 y.o. - had no interest in changing their bathing routine. They saw liquid soap as another more expensive format, and not as something superior or exciting. Besides the brand Lux itself had become old-fashioned, and was more often than not seen as ‘my mother’s brand’.

To overcome these barriers - product and brand perception issues - our approach consisted of:

• (a) Reframing this so-called mundane cleansing product as a pampering new beauty product, and therefore changing its overall look and feel;

• (b) Changing Lux’s traditional target audience to focus on early adopters of beauty products - i.e. young girls in their twenties instead of their older sisters;

• (c) Elevating the brand’s benefit from a functional one (skin cleansing) to an emotional one (women’s freedom). The underlying insight was that Indian women in their twenties wanted to live a time that was limitless because they knew that their time was limited.

Our campaign idea became: Live life now or never.

With this approach, Lux would behave like a youth brand - rather than a traditional skin cleansing brand - helping young women make the most of this special moment of their lives, now!

We rolled out an integrated campaign (TVC, Print, Digital, Event, Point-of-sales) in India and other South Asian markets, and created a global toolkit to enable other Unilever regions to implement this new communications model.

Note: I was the lead Strategic Planner on the project at JWT Singapore, reporting to the Head of Planning, and working together with Account Management, Creative and Production specialists.