Results and Effectiveness

Unprecedented reach and exposure from the show: • 32 million women exposed to the concept of Play with Beauty • 96,680 secs of branded exposure • The media value achieved was 225% more than the investment Rise in all effectiveness measures: • 18% rise in the imagery statement “Makes me look & feel beautiful” • Immediate increase in market share for brand through the period of the show (14.38% to 15.18%) • Far reaching impact on consumers with beauty association increasing by 70% even among non-users • 30% of non-users bought LUX after watching the show

Creative Execution

Through LUX Perfect Bride, a 92days mega opus culminating into 1st real wedding on Indian TV, LUX enhanced the beauty of the prospective brides & enabled her to confidently use the same to find her match. With grooming & styling from LUX diva & ex-miss world Aishwarya Rai’s stylist, girls realized their beauty and were crowned LUX Beautiful Bride. Viewers voted weekly for LUX Bride of the Week and the girls gained confidence & realized the power of their beauty. Each week LUX Essence captured how the girls had begun identifying with their beauty. LUX TVC of play with beauty was amplified and revealed inside the show. TVC theme of blind man’s bluff game was replicated in the show as guys identified their partners through their fragrant beauty & silky soft skin. The final winner was crowned as India’s 1st LUX Perfect Bride and her confidence in her beauty got her the partner she desired.

Insights, Strategy and the Idea

LUX proposition had changed to “confidence to play with beauty”. Insight showed that the target group seek flirtatious intimacy with their mates but do not possess the confidence to make it happen. However the traditional communication routes centered around the TVCs were not able to communicate this and LUX’s association with beauty started falling. The need was for a platform that could bring alive the “Play with beauty” concept. We needed to show that a woman who knows she is beautiful shows subtle nuances, mannerisms. She is “knowingly confident” about the power of her beauty and knows how to “play” with it. LUX being an established mass brand needed a large reach medium like TV to do the job. So when India’s leading channel, Star Plus was toying with the idea of getting the property Perfect Bride to India, LUX immediately partnered with it and made it happen.