Description about the project

The Lux portfolio of variants have evolved from soft skin and freshness towards a soft skin and fragrance cues as follows. In the year 2011, Lux stood for soft skin, and freshness. In 2012, it stood for soft skin, freshness, and fragrance got added. In 2013, it stood for soft fragrant skin, freshness, and fragrance. In 2014 till the present, it stood for and stuck to the soft fragrant skin messaging. The portfolio was rationalized accordingly with variants that were beyond the guardrails of long lasting fragrance and soft fragrant skin. Thus Lux needs to solid its roots and consolidate its imagery to command the superior aura that it enjoyed over yesteryears. The objective was for the brand to: 1. Redefine itself within the broad perspective of style and beauty that it has done so for years 2. The communication experience must have a grand and celebratory tone to signify the long legacy of the brand celebrating 90 years. 3. This has to be done through communication that justifies credentials of long lasting perfume that leads to soft fragrant skin.