LUX has always been known for its fine fragrances for the last 100 years!

Since the first LUX soaps sold from 1925, the brand has always championed fine fragrance as the core ingredient.

We therefore picked markets strategically to focus on amplifying the fragrance legacy.

- China, for its contribution to sales volume

- UAE, as one of the key markets for LUX within EMEA and where fragrance is especially important

- Singapore, as a digitally native market that would respond well to our campaign

To prove that the quality of LUX’s fragranced soaps would stand the test of time, we literally used vintage LUX soaps that were produced from 1938 up to 1980s. We scoured the internet to find and purchase these soaps from around the world.

The soaps were then grated and bottled in numbered jars and sent to renowned perfume experts at the famous Givaudan Perfumery School in Paris who agreed to participate in a blind test which we documented.

Fragrance discovery kits were also created with the same jars of grated vintage LUX soaps and sent them to perfume influencers for an unboxing experience which they then posted.

A note in a sealed envelope revealed that the powders were actually vintage LUX soaps and that the numbers on the jars denoted the years the soaps were made – highlighting the long-lasting quality of LUX’s fine fragrance in their soaps.

We chose our perfume testers to ensure a good mix of professional perfume experts as well as influencers with credentials in the luxury fashion space. The influencers were also selected based on their appeal to LUX’s core target audience for bar soaps

These were the influencers selected on that basis:

Fragrance Experts from France

- Eric Bauvineau, Senior Creative Fragrance Manager, Givaudan, leading perfumery company

- Anne-Sylvie Selezneff, VP Perfumer, Givaudan, leading scent company

- Gregory, Perfume Aficionado

- Frederika, Perfume Aficionado

Lifestyle KOLs

- Ann Nicole Eng, Perfume influencer with 150,000 followers also goes by the name thatperfumegirl

- Clara, lifestyle influencer with 7,000 followers also goes by the name clara slays

- 调香薰师小赛, Certified Perfumer, Red Book's official perfume instructor, and a seasoned fragrance reviewer, with 147,000 followers on the Chinese platform Little Red Book

- Demi Rawling, Dubai based influencer, fragrance expert with 70,000 followers on Instagram

We sourced the internet to find and purchase vintage LUX soaps worldwide – ranging from 1938 to 1980s. The soaps were then grated and bottled in numbered jars and sent to perfume experts at the famous Givaudan Perfumery School in Paris who agreed to participate in a blind test which we documented.

Fragrance discovery kits were also created with the same jars of grated vintage LUX soaps and sent to perfume influencers for an unboxing experience which they posted. A note in a sealed envelope revealed that the powders were actually vintage LUX soaps; and that the numbers on the jars denoted the years the soaps were made (eg: No. 38 = 1938). The kits also contained another surprise – No. 24 – the current range of LUX bodywashes which last up to 30 hours; thus, not only reiterating LUX’s fine fragrance heritage, but also highlighting their long-lasting fragrance superiority.

LUX is number one world’s top fragrance and bodywash (Kantar brand footprint 2023 – most chosen brand).

Our campaign generated US$653,000 worth in PR value through the conversations that we created on social media channels.

The campaign was covered across 636 articles in the first 2 days of launch.