Over the years, LUX has cultivated an unapologetic expression of femininity in the Levant region, proudly positioning itself as a brand that mirrors the contemporary woman: Sophisticated. Assertive. Powerful. While its body and bath products, meticulously crafted by the world's best perfumers, have successfully resonated with consumers, the brand's overarching purpose had not been given the spotlight it deserved.

After a successful 2022 influencer campaign highlighting product benefits, the 2023 influencer initiative aimed to inspire women to confront sexism and embrace their femininity boldly.

This influencer campaign aimed to create a movement that drives a behavioural change and that ignites femininity as a positive source of strength, cultivating a powerful self-love and self-belief. With LUX, every woman will be inspired to fight everyday sexism at home, in the workplace and in wider society.

This was a call to action, with the hashtag #myfemininityismystrength, that rallied women across the region to share stories and inspire others, using the power of art by women for women, and leveraging a huge amount of user generated content for authentic messaging. In Beirut, Amman, and Baghdad, three women artists - Lynn Acra, Batool Edais, Noor Namir – spoke up about their success in male-dominated spheres. Over 30 influencers who are champions of challenging career paths also joined the movement and posed the question, "What is your strength as a woman?" Their followers responded, with their statements inspiring murals by the graffiti artists, each a visual reflection of women’s superpowers and LUX's essence—embodied by the Black Orchid. Starting on social media, the campaign evolved into impactful guerrilla marketing across the three countries.

This was a call to action, with the hashtag #myfemininityismystrength, that rallied women across the region to share stories and inspire others, using the power of art by women for women, and leveraging a huge amount of user generated content for authentic messaging. In Beirut, Amman, and Baghdad, three women artists - Lynn Acra, Batool Edais, Noor Namir – spoke up about their success in male-dominated spheres. Over 30 influencers who are champions of challenging career paths also joined the movement and posed the question, "What is your strength as a woman?" Their followers responded, with their statements inspiring murals by the graffiti artists, each a visual reflection of women’s superpowers and LUX's essence—embodied by the Black Orchid. Starting on social media, the campaign evolved into impactful guerrilla marketing across the three countries.

The influencer activation #myfemininityismystrength started in three cities, Beirut, Amman and Baghdad, with videos showcasing three female graffiti artists, Lynn Acra, Batool Edais and Noor Namir, who shared their rise to success in male-dominated spheres, stating their strength in one word. They then asked their followers to share their strength in order to co-create a mural with their words. Over 30 influencers and opinion leaders from the three countries and diverse backgrounds contributed unique and relatable content. This inspired women across the region to share heartfelt testimonies resulting in a huge amount of authentic user-generated content. Three large-scale graffiti pieces emerged, each embodying the women’s words and LUX's Black Orchid theme. Videos showing the making of these murals were shared widely on social media by all influencers. The campaign spanned April to June 2023, blending social media activation with guerrilla marketing, leaving a lasting impact in the three countries.

The #myfemininityismystrength campaign garnered engagement from 20,685 women on Instagram and TikTok, creating a strong, united movement reaching 34.2 million followers. With +11.2 million views on Instagram, +3.1 million on TikTok, and +1.13 million likes, +80K shares, and +123K saves, the campaign sparked conversations, generating free coverage by bloggers and media worth +500,000 USD. The graffiti in Jordan at Abdali Boulevard attracted 140,000 visitors on Independence Day, receiving national TV coverage. Nielsen MG 2023 reported LUX increased its market share in Lebanon (6.4% value, 5.0% volume), Iraq (21.2% value, 15.4% volume), and Jordan (7.8% value, 13.3% volume). A buzz was created on social media platforms with authentic engagement that propelled the campaign virally. Women across the Levant and Iraq became more aware of LUX and its brand purpose, strengthening sales and brand loyalty while embracing the key message that femininity is a power to be celebrated every day.