Lux takes only 7 days to repair damaged hair. How to share this amazing truth? Rational benefits don't mean much. Our challenge was to find a more emotive way. To introduce the idea, a camera crew followed top Japanese model Ai Tominaga's 7-days for Paris Collection. People could watch her journey. Then we asked our audience to share their 7-day stories. Five finally captured on film for web voting. By sharing real stories, Lux demonstrated a real understanding of the emotional journey women go through. The response was phenomenal. The number of web visitors became the client's best ever.(click&see "Overview Video")Click "Phase 1" and "Phase 2" to see actual web.