Background

Since 1925, Lux has been the beauty secret of the stars around the world, always celebrating pleasure, indulgence and glamour. However, the world is changing and so are consumers. The opulent expression of glamour & femininity has become dated and out of step with the brand’s purpose.   Therefore, a shift needed to happen to cater to evolving consumers –especially Gen-Z. Lux sought a full revitalization of its brand visual identity to inspire millions of women around the world in the next few years through content, partnerships, and activations.   Objective? Bring to life Lux’s empowering role for women in all its touchpoints through its BVI system revitalization and Masterbrand principles. Budget? 400K€ Result? A flexible design system allowing Lux’s self-expression in all channels, giving voice to woman around the world. Scope? - Masterbrand’s BVI guidelines and its understanding and adaptation to local markets. - Social playbook supporting Lux on digital platforms.

Describe the creative idea (40% of vote)

A BRAND POWERED BY PURPOSE. Creative Idea:  Celebrate every aspect of strong and unapologetic femininity around the world, through a glamourous, inspirational and spirited brand. Target Audience: For a Genzenniall audience that connects with the brand’s Queen Bee archetype: self-assured, powerful and glamorous.   Creative principles: - Knowingly confident: Confident creative is built through the use of bold crops and graphic assets. - Sensorial luminosity: Sensoriality is captured to reinforce the purpose through heightened florals. - Powerful glamor: Women are the driving force behind the vibrant, modern glamor. They are depicted powerfully and purposefully, by bringing authentic beauty into the brand-new creative executions. - Harmonious contrast: Harmony is brought with the contrast and balance of strong women and fragrant flowers.   From the new graphic charter to the brand’s packaging design system, the creative idea is to meet women’s expectations by remaining modern, simple, and elegant while retaining inherent femininity.

Describe the execution (40% of vote)

BRAND LOGO = BADGE OF HONOUR An iconic badge of honor to increase brand awareness. DISTINCT & HARMONIOUS PILLARS Each product pillar brings its unique proposition to life: - Fine fragrances of the Core Liquids. - Delicate glow of Core Bars. - Natural potency of Botanicals. WOMEN IN THE SPOTLIGHT Multi-faceted women who express their beauty unapologetically, viewing it as a strength. DYNAMIC FLORA – ABUNDANT & REAL To increase the sensorial quality of the brand’s fragrances. SENSORIAL PRODUCTS Bring to life the full Lux bath and body experience by activating the products through sensorial imagery, elevating the appeal and glamour of the ranges. ICONOGRAPHY The linear line-work has been crafted to embody sophistication and femininity, fulfilling a supportive role to the logo, talents and products. TYPOGRAPHY Modern, simple and elegant to work with the global brand; ensuring communication is clear whilst maintaining an inherent glamour.

List the results (20% of vote)

In 2021, the market saw the resurgence of Beauty (versus hygiene) which served as the perfect opportunity for the brand’s design relaunch. With the consistent use of the new visual principles, Lux saw significant uplift in its business in key markets around the world. Lux is back to gaming share like never with 85% of the brand’s business gaining share (GMI data) in the last 12 months. - In China: continuous growth with 10.8% market share (+52bps MAT October 2021) - In India: business has turned around after 10 years with 11.4% market share (+110bps Mat October 2021) - The brand is back to Number 1 Share in Pakistan - It is now the most penetrated brand in Brazil! (+455bps MAT Sept 2021)