Filipinos love fragrance. In fact, the Philippines has the highest fragrance index in the world—3x higher than the U.S. and 5X higher than China; hence, making fragrance the #1 category purchase driver in the Philippines. However, in the skin cleansing category (largest PC category in PH), no other brand is playing in fragrance—making this a white space opportunity. LUX is globally known as a strong fragrance brand. With such a dynamic brand in a mundane category, having ‘multi-sensorial’ and shock-and-awe executions that are cut-through and disruptive, coupled with choiceful investment with scale, is key to cut through the clutter and generate awareness for this brand launch.

Oct 5: Filipinos awoke to find Philippines abloom. From TVC airing, to massive billboards, to life- size floral installations, to voice-triggered fragrance mists in trains and cinemas, cities were transformed to a fragrant multi-sensorial feat. Consumers got to experience the first-ever LUX 4D Bathing Sensorium at the Fragrance Bar which toured nationwide.

Purple blooms took over social media sites, and publications talked about how the Philippines was set abloom by LUX. Forty influential beauty bloggers released product reviews at the same time. Influencers gathered for the 1st ever co-created photoshoot to create their online content version of cities abloom—generating organic reposts nationwide.

Oct 6: Press were invited to an evening of flowers & scents at the virtual bathing experience. Fragrance Expert conducted a masterclass where she revealed the art behind fragrance craftsmanship. Consumers were given an exclusive treat via the first-ever live Instagram Premiere by renown videographer, Jason Magbanua.