The Campaign

For the launch of its fine fragrance platform, Lux collaborated with famous Spanish mix media artist. Using actual liquid Lux soap, he created an art piece live in front of the global press at a star studded event.

The Brief

To create news around the fine fragrance and evoke the bewitching mood of the magic spell variant through a creative expression. We needed a more creative and unusual choice of celebrity. We needed the soap and its fragrance to be the starting point and integral to the end creation. We needed to partner with an artist who would help us express and evoke the unique mood of this fragranced soap.

Results

The Lux liquid soap painting had an overwhelming response. The audience was captivated and quite literally bewitched as they watched Gabriel pour his inspired feelings out on the canvas. The world press from key markets such as China, India, Indonesia, Singapore, S.Africa and many others covered the event and raved about the surprising and creative expression. The painting then hit the road and was taken to be showcased in multiple markets and there is talk of eventually displaying it in a fine art gallery. We really shifted the paradigm and instead of doing the usual TV commercial selling rational soap benefits, this live art event with liquid soap elevated the brand into a more expressive emotionally rich territory.

Execution

The key insight is that fragrances evoke emotions and feelings rather than rational benefits. Art is the most powerful way to express feelings. We came up with the idea of collaborating with famous artists to co-create emotionally powerful, sensorially rich communication inspired by the fragrance of the Lux. The Lux liquid soap painting had an overwhelming response. It was captivated and quite literally bewitched as they watched Gabriel pour his inspired feelings out on the canvas. The world press from key markets such as China, India, Indonesia, Singapore, S.Africa and many others covered the event and raved about the surprising and creative expression. The painting then hit the road and was taken to be showcased in multiple markets and there is talk of eventually displaying it in a fine art gallery. This live art event with liquid soap elevated the brand into a more expressive emotionally rich territory.

The Situation

Lux soaps are now made with Fine fragrances. The key insight is that fragrances evoke a mood, emotions and feelings. Lux has always been the soap of the stars but we wanted to go beyond the usual star endorsements.

The Strategy

Inspired by the mysterious, exotic fragrance of rare orchids in Lux, we collaborated with famous Spanish artist, Gabriel Moreno, who created the world’s first liquid soap painting at the global launch event in front of a live audience. In this co-creation titled ‘BEWITCH’ he made the magical mood of Lux come alive on a giant canvas with his trademark details and intricate strokes using the challenging and unexpected medium of purple and orange liquid soap as a select crowd of international celebrities, the worldwide press and Unilever marketing directors watched in awe and wonder. The audience could watch, smell and truly feel as they experienced this multi sensorial piece of Lux liquid soap art.