LUX BEAUTY GALLERY by Lowe Mena Dubai for Lux

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LUX BEAUTY GALLERY

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Industry Hygiene & Personal Care Products
Media Case study
Market United Arab Emirates
Agency Lowe Mena Dubai
Released October 2013

Awards

Dubai Lynx 2014
PR Best Integrated Campaign Led By PR Bronze

Credits & Description

Client UNILEVER
Product LUX SHOWER GELS
Entrant LOWE MENA Dubai, UNITED ARAB EMIRATES
Type of Entry: PR: Best Campaign
Category: Best Integrated Campaign Led By PR
Title: LUX BEAUTY GALLERY
Product/Service: LUX SHOWER GELS
Entrant Company : LOWE MENA Dubai, UNITED ARAB EMIRATES
Advertising Agency : LOWE MENA Dubai, UNITED ARAB EMIRATES
Advertising Agency 2 : UNILEVER Dubai, UNITED ARAB EMIRATES
Tej Desai Lowe Interactive And Engagement Director
Anoop George Lowe Account Director
Lamia Askari Lowe Sr. Acc. Exec
Paul Kotze Lowe Creative Group Head
Ahmad Nasser Unilever Brand Manager
Sezgi Kocak Unilever Assistant Brand Manager
Vivian Hawat Unilever Pr Manager
Rola Awad Unilever Pr Executive
Pierre/Alexandre LSV Middle East Ceo
Estrella Rose Charms Proprietor
Mark Lewis Lowe Ecd
Chris Kay Lowe Sr. Art Director
Param K Lowe Art Director
Samantha Middleton Lowe Copywriter
Madhusudhan Rao Unilever Vp Marketing
Describe the campaign/entry:
With the beauty category in decline, Lux as a market leader was suffering. The challenge was to arrest declines and bring back lapsed users. The strategy appropriated was to reinforce the brand’s beauty credentials and let the consumers experience the million dollar feeling that Lux provides. With a strong interest in the fashion universe for our TG, Lux decided to leverage its credibility in beauty and enter the world of fashion. We got 3 of the most popular and talented figures in fashion industry on board and created a platform for aspiring participants under the Lux Beauty Gallery umbrella- a competition for fashion designers. Through a 6 month journey of selecting participants, voting, designing, and guiding, mentoring, we finally crowned 2 winners and helped them kick off their dream through the Lux beauty Gallery. The Lux beauty gallery event was not just all about the participants, we wanted it to be an experience for all attendees, and we invited the Socialites, the media and trend setters– offering them an exceptional experience. An event that helped women transform themselves via skin and body care, make up and fragrance workshops. We had live demonstrations for each section and allowed the attendees to unwind and enjoy the beauty sessions until the fashion show (with an exhibition of participant’s creations) started. The Lux Beauty Gallery platform turned out to be one of the most life-altering events in the lives of our participants giving them the confidence and a right platform to exhibit their talents.
Describe the brief from the client:
Objectives: Convert LUX lapsers back into LUX lovers! Defend Lux share within Beauty segment Continue building beauty credentials, creating the image of an iconic beauty brand Target audience: Women to whom beauty is more than looking good, a way to express their character, personality and STYLE, which help them achieve their dreams. They see beauty as a process of looking and feeling good to get the desired attention. Insight: “I want to feel admired and desirable like the goddess I aspire to be. Indulging in smelling and feeling fabulous is where it all starts”.
Results:
LUX shower gels in UAE 1) 2.7% value share gain during the campaign period (Apr-Sep 2013) 2) Sales growth of 24.8% in value, 21.0% in volume(Comparison FY 2013 vs. FY 2012) 3) PR value: AED 4,364,250 4) Turnaround on the main brand attribute: “Help you feel attractive and desirable +8 compare to previous result of -2 (Comparison FY 2012 vs. H1 2013)
Execution:
The campaign began with a Recruitment phase 5 months prior to the event in May 2013, in the UAE and KSA - welcoming young adults to participate in the LBG competition via Digital & University activations. Participants submitted their designs on the FB page, subsequent to which the Voting started. 10 finalists were chosen from KSA+UAE. Shortlisted candidates were enrolled into a workshop with the judges as mentors guiding them on judging criteria, designs, preparing them for the big day. They were working with a budget of AED 2,000 to complete their design with an access to a tailor as well as a model to exhibit the work. The glamorous event full of makeover sessions at Hotel Atlantis, The Palm, Dubai received 850+ attendees, from Media, VIP’s, trendsetters, bloggers etc. The evening finished with two winners, from KSA and UAE, winning AED 100,000 to start their dream as fashion designers.
The Situation:
To reinforce the brand’s beauty credentials, the brand took a bold step and came up with a solid platform called “LUX Beauty Gallery”, under the Brand Communication Idea of “Million Dollar Feeling”. An integrated campaign was phased out: Recruitment > Event > Amplification over 6 months covering: PR, in-store, malls, press, radio, TV, digital, OOH etc. The theme was beauty and it was about LUX women accessing to beauty knowledge and trends on one common platform through experts in hair, makeup, fashion and fragrance. As a result, this activity was proved successful with a positive impact on the brand.
The Strategy:
The task was to bring to life Lux’s Brand Communication Idea of the Million Dollar feeling by crowning women’s beauty through fashion and glamour. The strategy was to create a platform under the umbrella of Lux Beauty Gallery that would provide our target audience with an opportunity to exhibit and submit their designs. Their creative submissions would get a chance to win AED 100,000, an internship with Abed Mahmouz (one of the judges) plus get their work showcased on the catwalk at the Lux Beauty Gallery event. As a brand, this strategy not only empowered our target audience with the confidence to face the world but also offered them a million dollar feeling thereby building a strong emotional connect with the brand.