2012 Winners & Shortlists

The Campaign

Lux lost relevance with consumers and wanted to be re-established as a MEGA BEAUTY BRAND. Consumers’ interest in beauty was untapped so we introduced LUX BEAUTY GALLERY for the first time across the kingdom. Three beauty experts were invited in the categories that interest the consumers most; hair, make up and fashion. Females met with the experts for the ultimate reward of personalized beauty advice with live demos of hair and makeup and a fashion show. The designer was local, popular, well known and females resonated with her well taking pride in a Saudi designer being at the Lux beauty gallery

The Brief

The goal was to re-establish lux as a mega beauty brand that Saudi females could relate to. When trying to define what beauty was to local consumers, the 3 main categories revealed were hair, makeup and fashion. Also females in Saudi were looking for a break from their usual routine and during research many of the females confirmed that they would attend the Lux Beauty Gallery as it was a new first time in the kingdom event.

Results

“Best brand health check in the history of Lux” – Unilever’s brand tracking company - Conviction + 39% - Brand Presence +39% - Brand Equity = 58%

Execution

Invitation: Invitation took place through relevant touchpoints including mall branding, leaflet distribution and instore. A 10” TVC aired a along with 3 radio scripts, one specific to each city. Facebook was also an used to give visitors all the information needed. Engagement: Experts engaged with visitors giving them beauty tips and bringing them up to date with the latest beauty trends. The designer displayed a wide collection of dresses designed specifically for the Gallery through a fashion show. Following that a Q&A session was held where consumers answered questions related to Lux – winners entered a draw to win one of the designer’s dresses. There was also live coverage on the radio. As visitors left the gallery they received a giveaway bag that contained different samples of the Lux variants. Amplification: The gallery made great news in popular local magazines as well as Rotana music channel where the experts were interviewed.

The Situation

Lux lost relevance with consumers and wanted to be re-established as a MEGA BEAUTY BRAND. Consumers’ interest in beauty was untapped so we introduced LUX BEAUTY GALLERY for the first time across the kingdom. We wanted to offer females a chance to celebrate their beauty. The best way to do so was to hold the Lux Beauty Gallery to make them feel beautiful and leave the gallery knowing how to always feel and look beautiful.

The Strategy

We wanted to offer females a chance to celebrate their beauty. The best way to do so was to hold the Lux Beauty Gallery to make them feel beautiful and leave the gallery knowing how to always feel and look beautiful. However, in order to bring the gallery to life it required a 3 step process: - Invitation: generating awareness of the gallery through relevant touch points and inviting consumers to the gallery in the 3 main cities of KSA - Engagement: to allow consumers to engaged with Lux as a brand owning the beauty platform through certified professional beauty experts - Amplification: To generate word of mouth and to keep the gallery alive for months after its over.