2012 Winners & Shortlists

The Brief

Lux lost relevance with consumers and wanted to be re-established as a MEGA BEAUTY BRAND.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.

Describe how the promotion developed from concept to implementation

Invitation took place through relevant touchpoints such as instore promotion. Facebook was used to give visitors all the information needed. Experts engaged with visitors through beauty tips bringing them up to date with beauty trends. The designer displayed her dresses through a fashion show. Following that a Q&A session was held where consumers answered Lux related questions; winners entered a draw to win one of the designer’s dresses. As visitors left the gallery they received a giveaway bag that contained samples of the Lux variants. The gallery was mentioned in popular local magazines as well as Rotana music channel.

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

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

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

The gallery was used as a promotion where consumers could engage with the brand and associate it with beauty. An in store promotion was held as Lux is a brand that relies heavily on in store support and also to bring the concept of the gallery to life. Lux is a mass brand so the gallery as a promotion allowed us to engage with a large number from our target audience through different mediums and platforms that were completely integrated together taking the consumers through a beauty journey.