PERFUME PORTRAITS

Short List
TitlePERFUME PORTRAITS
ClientUNILEVER ASIA
Product / ServiceLUX PERSONAL CARE
CategoryC01. Fast Moving Consumer Goods
EntrantJ. WALTER THOMPSON SINGAPORE , SINGAPORE
Entrant Company J. WALTER THOMPSON SINGAPORE, SINGAPORE
Advertising Agency J. WALTER THOMPSON SINGAPORE, SINGAPORE

Brief Explanation

To differentiate in a crowded category, Lux has focused on fine fragrance and the contribution of scent in the perception of beauty. The problem in India is that women tend to overlook the power of scent, focusing more attention and spending on the visible dimension of beauty alone. ‘Perfume Portraits’ campaign successfully launched the Lux ‘Magical Spell’ new shower gel variant by demonstrating the product benefit in a never-seen before light, which effectively reframed fragrance in the mind of consumers. This re-appraisal task triggered great promotional success as it: - Quadrupled Lux’s online share of voice in 1 day maximizing the news of the launch thanks to a share-friendly angle - Successfully promoted the superiority of the product benefit (89% Favorable Social Sentiment as measured by Sysomos) - Drove consideration of the product and resulted in 30% sales increase.

The Brief

Lux believes fragrances are an invisible, yet essential, part of a woman’s beauty. For this message to come through in a world geared towards appearances – and a competitive category – our primary objective was to change perception of beauty, so Lux Magical Spell fragrance benefit could shine and eventually trigger sales. We also wanted to maximize our reach to raise as much awareness of the launch as we could in the wide country that is India. We settled to drive our new product fragrance proposition through emotive storytelling with talkability at the core.

Describe the success of the promotion with both client and consumer including some quantifiable results

The ‘Perfume Portraits’ campaign became one of Lux India most successful new product launch thanks to the power of the idea at its core: demonstrating how Lux Magical Spell fragrance can bring alive a woman’s beauty through senses other than just sight. Awareness of launch objective: • 15 million views of film across platforms (94% women) • Highest brand recall scores in India (UnRuly ShareRank) • PR generated 78 pieces of coverage in 5 days reaching over 11M consumers • Quadrupled Lux’s online share of voice in 1 day, and doubled it over the campaign duration Reframing fragrance benefit objective: • Best in Class Google’s Brand Lift Survey: +33% amongst 25 - 24 year females • 89% Favorable Social Sentiment as measured by Sysomos • Top purchase intent scores in India from UnRuly Action/Business Impact: • Resulted in 30% sales increase

Explain why the method of promotion was most relevant to the product or service

Whenever a new product is launched, the Indian beauty industry gets young women attention by using a Bollywood star. We wanted to differentiate ourselves from classic launches by surprising our feminine audience. We juxtaposed Katrina Kaif, Bollywood superstar famed for her stunning physical beauty, and Bhavesh Patel, a visually impaired photographer, who relied solely on the Lux new product fragrance she was wearing to capture her beauty. The 3 week campaign started on 7 January and had earned and owned media working in synergy: the film launched across brand-owned channels while Katrina’s fans shared the film in full force, ensuring it spread fast and wide. By tracking the organic reach via Sysomos we maximised the paid budget to invest only in channels delivering the highest volume of views. On social, we sustained the conversations based on how audiences were responding and strategically spread the news of the Magical Spell launch.

Credits

Name Company Position
Tay Guan Hin J.Walter Thompson Singapore Pte Ltd Regional Executive Creative Director
Heeru Kishnani J.Walter Thompson Singapore Pte Ltd Account Director
Camille Burdin J. Walter Thompson Singapore Pte Ltd Strategic Planner
Hinoti Joshi J. Walter Thompson Singapore Pte Ltd Global Account Director
Eva Ruzicka J. Walter Thompson Singapore Pte Ltd Global Business Director
Atika Malik J. Walter Thompson Singapore Pte Ltd Global Planning Director
Tista Sen J.Walter Thompson Mumbai Executive Creative Director
Tina Sachdev J.Walter Thompson Mumbai Creative Director
Anupama Ahluwalia J.Walter Thompson Mumbai Agency Producer
Shradha Singh J.Walter Thompson Mumbai Agency Producer
Roneeta Ghosh J.Walter Thompson Mumbai Account Director
Abhibroto Roy J.Walter Thompson Mumbai Account Manager
Sheenu Kapoor J. Walter Thompson Singapore Pte Ltd Copywriter
Gayle Lim J. Walter Thompson Singapore Pte Ltd Copywriter
Gaurav Mishra J. Walter Thompson Singapore Pte Ltd Agency Producer
Ryan Wee J. Walter Thompson Singapore Pte Ltd Project Manager
Ria Ocompo J. Walter Thompson Singapore Pte Ltd Art Director