LUX's new global sonic identity is music to our ears

Skin cleansing brand LUX has launched a new innovative global sonic identity as it looks to give a voice to its mission to champion and celebrate the beauty of women. 

Created by global sonic branding agency Sixième Son, the new branding, which was created by women, for women, takes viewers through the history of LUX as a brand. 

It also highlighted its goal to celebrate all forms of beauty and to give strength to women across over 100 markets. 

With this sound strategy, LUX not only elevated its brand recall but also became a resonant tribute to women, underscoring their resilience, beauty, and elegance, it said in a statement.

Built on the pillars of femininity, confidence, and positivity, this new sonic identity also stands as a beacon against everyday sexism.

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“Music is a potent tool for elevating brand communication and creating memorable sonic experiences that cut through the clutter," said Severine Vauleon, global brand vice president for LUX. "LUX now boasts a sonic system crafted by Sixième Son's team of women, evoking power, confidence, and glamour. It exceeds market benchmarks, providing unity across campaigns while flexibly reflecting each one's unique tone.”

“From the brief to the final adaptations, LUX has demonstrated the depth of its commitment to women. And when the brand's messages align with its purpose, it's all the more intuitive for us creatives to find the right sound,” added Marion Combes, creative strategist at Sixième Son.

Sixième Son's work with LUX comes just over a year after it entered Singapore. In September last year, Sonic branding firm Sixième Son enters SG, names Florent Adam MD in an attempt to strengthen its international leadership in sonic branding. Florent Adam, international client services director, was promoted at the time to lead the new office as MD. 

Adam said at the time that Southeast Asia is a fast-developing region for branding and marketing innovation. Furthermore, the agency observed growing interest and demand from local clients for its services.

True enough, more local brands have been experimenting with sound when it comes to their marketing efforts. Recently, ride-hailing and delivery platform Grab launched a new sonic logo that will play when a Grab merchant-partner receives a new order to differentiate the brand from other notification sounds made on the devices of merchants.

The new sonic logo comes after Grab found that there were delivery delays after GrabFood merchants did not hear or realise that a new order had come in. The custom notification sound now aims to be distinctive and to cut through the din of a noisy market or food court.

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