Inspired by the mysterious, exotic fragrance of rare orchids in Lux, we collaborated with famous Spanish artist, Gabriel Moreno, who created the world’s first liquid soap painting at the global launch event in front of a live audience.

In this co-creation titled ‘BEWITCH’ he made the magical mood of Lux come alive on a giant canvas with his trademark details and intricate strokes using the challenging and unexpected medium of purple and orange liquid soap as a select crowd of international celebrities, the worldwide press and Unilever marketing directors watched in awe and wonder. The audience could watch, smell and truly feel as they experienced this multi sensorial piece of Lux liquid soap art.

The Lux liquid soap painting had an overwhelming response. The audience was captivated and quite literally bewitched as they watched Gabriel pour his inspired feelings out on the canvas. The world press from key markets such as China, India, Indonesia, Singapore, S.Africa and many others covered the event and raved about the surprising and creative expression. The painting then hit the road and was taken to be showcased in multiple markets and there is talk of eventually displaying it in a fine art gallery. We really shifted the paradigm and instead of doing the usual TV commercial selling rational soap benefits, this live art event with liquid soap elevated the brand into a more expressive emotionally rich territory.