To achieve this, LUX is rolling out a new proposition of “Fine Fragrance Skin Treats” and WBD is making this happen on the shelves.
Embarking on this rebranding journey, WBD begins by recasting precious flowers as the main design element. Through this, the design agency effectively conveys the delicate scent of each LUX product as well as the personalities they exude. When the consumer selects Soft Touch, she sees the delicate pink flower and recognizes timeless and classic elegance. For women who desire an air of mystery, the enigmatic scent along with the exotic orchid of Magical Spell may be the perfect fit.
Playing up on LUX’s strengths in formulating superior fragrances, the creation of an emblem that explicitly claims to be composed by the world’s best perfumers, adds a touch of realism. With the matching iconic LUX icon, these gold symbols become an insignia of luxury and indulgence befitting the “Fine Fragrance Skin Treats” approach.
Having defined the fundamental blueprint, the designs are applied on the packaging of all LUX products including the liquid body wash, soap bars and refill pouches, for a more unified presentation. Taking a step further, WBD also reinvented the shape of the LUX bottle. Drawing inspirations from the exceptional perfume brands such as Issey Miyake and Dior, the new bottle features a sleek, slender and feminine bottle, topped with a golden cap that symbolizes premium quality parallel to other inspirational beauty and cosmetic products.
The new packaging also comes with a sustainable twist. Not only does the new twist-off cap of the body wash bottles encourages the use of ecological refill packs, the overall repackaging eliminates at least 1400 tons of plastic packaging, equivalent to the weight of 300 million lipsticks. LUX is now noticeably an epitome of Unilever Sustainable Living Plan.
Already launched in China and Japan, this new look has proven to be successful. In qualitative and quantitative testing, the consumers thought the change in design indicated improved formulas, for the images and colors evoked increased moisturizing quality and premium fragrance. Additionally, they appreciated the practical flip-top gold cap, which allows easier dispensing of the bodywash liquid.
With a global rollout of the repackaged LUX range planned in the upcoming quarters, LUX is expected to create a bigger wave in the market, and one step closer to being a universal modern beauty icon.