LUX taps on the nostalgic power of scent in new campaign

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Unilever’s personal care and beauty brand LUX is inviting consumers on a nostalgic trip down memory lane with a new campaign that aims to showcase the enduring appeal and lasting power of its signature fragrances.

Done in partnership with VML Singapore, the “Still There” campaign saw LUX locate and test vintage LUX soaps that date back to as early as 1938. It also had the soaps analysed by the Givaudan Perfumery School.

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As descriptors such as “very feminine but with a strong identity" and "beautiful scent, very opulent, sweet and floral” were associated with the soaps, the campaign aimed to highlight how LUX’s fragrances have stood the test of time.

Through a combination of historical reverence and scientific validation, the approach bridges generations of users who have used LUX soaps due to their distinct fragrances, according to a stament by the brand.

"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,” added Vauleon.

The “Still There” campaign also engaged social media influencers to broaden its impact and reach. Selected influencers were sent four samples of soap powder drawn from different historical periods, and encouraged to smell the samples to capture their initial impressions of the scent.

“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,” said Hinoti Joshi, global managing partner Unilever at VML.

“This initiative serves as a bridge connecting generations, proving that truly, luxury and exquisite scents are indeed timeless,” explained Joshi.

While LUX drew on its archives for “Still There”, is also looking for ways to appeal to the modern consumer. It launched its 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.

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