BEVERAGE / UNILEVER / LUX, APAC
Work
Lux
CREATING A PREMIUM TIER FOR A MASS-MARKET ICON
THE CHALLENGE As a dominant mass-market brand, LUX lacked a presence in the lucrative prestige hair care category. The challenge was to create a premium product line to attract an aspirational consumer for the brand. This required a deep understanding of APAC shopping behaviors and navigating the immense creative constraint of achieving a premium look and feel on a mass-market production budget.
THE CREATIVE STRATEGY As Chief Creative Officer, I directed and designed the creative strategy to elevate the brand into the premium space. My approach was to deliver a "masstige" experience by creating a sophisticated new packaging architecture and visual identity, achieving a premium aesthetic on a mass production budget.
THE RESULT The launch was a major commercial success, establishing a new, highly profitable"m asstige" tier for the brand contributing to Unilever's overall growth in the Beauty & Personal Care category in the APAC region, helping LUX secure and expand its market leadership.
