The Campaign

LUX’s answer to the Filipinas women is that she can “Experience Bathing with Perfume Every Day” with the new LUX Perfumed Bath Collection. Its body washes and bar soaps have fine fragrances crafted by perfume experts from New York, London and Paris—making every Filipina feel fabulously feminine every day. The role of communication for the LUX launch is impacting through interruption and engagement. Staying true to the brand, and in order to cut through the clutter, the main criteria is to launch LUX with Orgasmic Multi-sensorial floral fragrance executions across all key touch points. This was brought to life by the launch creative idea of “LUX Sets Cities Abloom: A Multi-Sensorial Fragrance Disruption in the Philippines.”

Creative Execution

Oct 5: Filipinos awoke to find Philippines abloom. From TVC airing, to massive billboards, to life- size floral installations, to voice-triggered fragrance mists in trains and cinemas, cities were transformed to a fragrant multi-sensorial feat. Consumers got to experience the first-ever LUX 4D Bathing Sensorium at the Fragrance Bar which toured nationwide. Purple blooms took over social media sites, and publications talked about how the Philippines was set abloom by LUX. Forty influential beauty bloggers released product reviews at the same time. Influencers gathered for the 1st ever co-created photoshoot to create their online content version of cities abloom—generating organic reposts nationwide. Oct 6: Press were invited to an evening of flowers & scents at the virtual bathing experience. Fragrance Expert conducted a masterclass where she revealed the art behind fragrance craftsmanship. Consumers were given an exclusive treat via the first-ever live Instagram Premiere by renown videographer, Jason Magbanua.

After the first month: • Market Share: +360bps increase in body wash and +40bps in bar soaps • TV and Out-of-Home: 23M women reached • Digital: 10M women reached; 156M impressions (67% are organic impressions vs. 20% benchmark) • Ambassador posts: garnered 31M impressions on Instagram • Online sentiments: 100% positive (LUX brand), 100% positive (Cities Abloom) & 100% positive (IG live premiere) • Earned PR Values: PHP9.58M ($9,580,000), composed of 11 broadsheets, 21 online magazines and 8 blogs • Earned Media Values: PHP347M ($7,351,014) across 5 major channels nationwide • Pioneering Multi-Sensorial Executions: o First-ever voice-over activated fragrance execution in major train lines o First-ever TVC activated fragrance execution in high traffic cinemas O First-ever fragrance magazine advertisement (using SureScent Incidental Touch Technology) with 120k circulation, o First Unilever brand to use 3D animations on Facebook and Instagram o 3,000,000 Euros in sales (in 3 months).

The campaign incorporated multiple pioneering executions for a single brand launch. It also weaved these executions together to create a unified creative experience of “Multi-Sensorial Cities Abloom” that drives the brand’s key message and delivers on both communication and business objectives. Filipinos awoke to find the Philippines bloom with purple flowers and fragrance explosion hailing the arrival of the LUX Perfumed Bath Collection in the Philippines as it gave Filipinas the luxury of Bathing with Perfume Every Day. From massive out-of-home billboards to fragranced life-sized floral installations all around the country, cities were transformed to a fragrant multi-sensorial feat overnight.

The Filipina is a high fragrance seeker; however, she does not seek fragrance from her skin-cleansing product. Instead, she uses other products to meet her fragrance needs. For the launch, LUX needed to impact through interruption and engagement and cut through the clutter with Multi-sensorial executions across all key touch points. The main channels (the new LUX Tri-media): • Multi-Sensorial out-of-home experiences: out-home installations, large format billboards, banners, LED Out-of-Home roadblocks, and the first cinema and in-transit fragrance activations, to create disruption through share-able, “instagrammable” and talk-able content • Multi-sensorial Digital and PR executions: The House of LUX Press Event, Fragrance Master Class, influencer/brand ambassador partnerships and social media activations, to build expertise, international imagery and a premium aspiration for the brand. • Multi-Sensorial Product Sampling: Pop-up House of LUX Fragrance Bar, online product sampling and retail partnerships, to drive awareness for the new brand through product trial.