Lux demonstrates persistence of its fragrance with "Still There"

Delhi: The global beauty brand under Unilever, Lux, has announced its new campaign, "Still There", created by VML Singapore. 

The concept aims to demonstrate that the fragrances used in Lux soaps not only persist but remain distinctive and captivating over time. To bring this concept to life, Lux undertook a project to locate and test vintage Lux soaps, some of which date back to as early as 1938. 

After more than 500 hours of searching and over 75 days of procurement, these soaps were analysed by the Givaudan Perfumery School. The brand’s statement revealed that descriptors like "Very feminine but with a strong identity" and "Beautiful scent, very opulent, sweet and floral" confirmed that the fragrances had stood the test of time – they were indeed "Still There."

"We are thrilled to embark on this nostalgic journey with the 'Still There' campaign, which not only celebrates our rich heritage but also underscores our commitment to quality and innovation," said Severine Vauleon, Global Vice President, Lux Bath and Body, Unilever. "By exploring our archival soaps and demonstrating their enduring fragrance, we pay homage to a century of excellence and reaffirm our promise to deliver unparalleled sensory experiences to our consumers. Lux has always been at the forefront of combining luxurious touches with everyday personal care, and this campaign beautifully encapsulates the essence of what we stand for."

As part of the "Still There" campaign, Lux introduced an interactive element with social media influencers and sent crafted boxes to selected influencers, each containing four samples of soap powder drawn from different historical periods. 

These influencers were encouraged to smell the samples and describe the fragrances, capturing their initial impressions and sensory experiences. After recording their thoughts, they opened an accompanying envelope that revealed the age of each sample, some being decades old. To connect the past with the present, the box also included two of Lux's current body washes.

Hinoti Joshi, Global Managing Partner Unilever at VML, Singapore, who spearheaded the campaign, commented, "By weaving together the past and the present in this unique experiential campaign, we've highlighted not only the enduring legacy of Lux fragrances but also their relevance and appeal in today's market. This initiative serves as a bridge connecting generations, proving that truly luxury and exquisite scents are indeed timeless. We are excited to see how this campaign resonates with both long-time fans and new audiences alike, reinforcing Lux's position as a leader in the world of fine fragrance personal care."