- In 2015, Lux was facing a decline of 7.2% in market share (source: Lux brand & audit tracker), and a low conviction rating of 59 points as Lux wasn’t differentiated or being recommended to others (Source: Lux brand & audit tracker). Personal care and particularly the body wash, is a cluttered category with the likes of Dettol (at 22.8% market share) Lifebuoy (14.7%) & others at (15%) playing for market share (Source: Lux brand & Audit tracker), and where even Hygiene brands such as Dettol were trying to get a piece of the pie by hammering home the importance of hygiene over fragrance. Our challenge was to make Lux fragrance body wash relevant again to Saudi women within a cluttered category.

We launched our campaign “Qilaha A7ibik” (tell her you love her)through a social media video featuring famous Saudi influencers declaring their love to their wives and challenging viewers to do the same.

To force the hands of those men who remained hesitant we used the most influential people of them all THE WIVES THEMSELVES.

Through booths spread out across the kingdom women received free samples and were able to send gifts and balloons to their husbands right at their work place.

Our celebrities joyfully delivered selected messages personally and challenged the husband to declare his love on our hashtag.

And twitter became a hotbed for discussion as we encouraged users to generate content and declare their love.

Point of sale was just as important so that we secured the moment of truth as women walked into the key accounts we were there reminding them of the powerful fragrance of Lux.