The Brief

For years Lux soap ads have shown glamorous movie stars enjoying their sensorial baths in their fancy bathrooms. While it's great to show aspirational imagery, the reality is that the majority of our consumers live in developing and merging markets such as India, Indonesia and Thailand. In small towns and villages. Can we make their Lux baths really feel the way it does in the ads they watch? Can we transform their experience in a direct and personal way?

Creative Execution

Lux soaps with their exquisite fragrance and luxurious lather make women around the world feel like a million dollars. However, in reality most of our consumers have to settle for common bathrooms which are small, dingy and grimy. The Lux dream soapbox transformed their reality and allowed them to escape into a dream for those ten minutes in their bath,

Describe the creative solution to the brief/objective.

Lux believes that every woman's Lux bath should be a sensorial escape. So we invented the Dream Soapbox. All you have to do is slide it open to pick up the Lux bar and a simple light projection chip transforms even the most horrible, dark bathroom into a luxurious glittering dream world. And an ordinary bath now feels special.

Results

Women in India, Indonesia and Thailand were thrilled with this experience of luxury. Some of them could hardly believe they were bathing in their own bathrooms. Now their Lux bath was something they looked forward to even more. The projection mechanism turned the problem of dark light less and small bathrooms into a design advantage. The projection had the most stunning effect in such bathrooms. It was ingeniously designed to transform these very bathrooms.