Objective: Increase market share and regain relevance (especially among Arab consumers).

Situation: Until August 2016, Lux was the market leader of soap bars with 23.8% of share. Our key competitor, Dettol, only had 11%. But, Dettol aggressive marketing made it grow to 22.2% by the time of the campaign, while Lux dropped to 19.5%

Also, Lux overall was losing on relevance especially amongst Arabs (Brand Equity score on relevance dropped from 78 to 75*).

The Problem: Dettol had managed to turn the process of taking a shower into a germ-killing process. Fragrance was not part of it.

Fragrance that you can actually wear: The First Ever Soap Dress

To make the metaphor literal, we wanted to show our consumers that they can actually wear a fragrance. So, we partnered with renowned Arab fashion designer Abed Mahfouz and created the first dress made out of soap paper. Each piece of paper was elaborated with Lux’s products and fragrance.

Introducing the dress to the world: Fashion Forward Dubai (FFWD)

As the grand finale of the 2017 show, we brought the Soap Dress to the catwalk and showed it to all the assistants while revealing also our hero video.

On top of this, we had a Hero Video promoted on YouTube and the brand's Social Media Channels, PR Coverage from renowned media outlets and fashion-related media like Vogue, CNN, Stepfeed, Sayidaty, Getty Images, Masala, etc.