Lux: #LuxDefyingJudgements by Mindshare

Lux has unveiled its new brand purpose which aims to inspire women to defy judgements and express their femininity unapologetically.

The Unilever-owned brand chose this purpose after it found that the more effort women put into looking beautiful, the more they tend to be judged. It dug deeper and found that the creative and entertainment industries have an important role to play in shaping judgements on women.

As part of promotion of its new brand purpose, Lux also formed a regional partnership with NBCUniversal International Networks (NBCUIN)-owned E! to drive real-time content and conversations celebrating women who defy judgements.

Using the red carpet, which has become a platform for female celebrities to advocate social change and inspire female empowerment and equality, the brand and its media agency Mindshare, used E! gain access to red carpet moments in real-time at international award shows to create content.

The partnership kicked off at this year’s Oscars with the campaign #LuxDefyingJudgements where a digital hub was set up to capture conversations live from the red carpet. These were then developed into “#LuxDefyingJudgements Moments” – a series of content and editorial stories that own the moment by capturing and celebrating women defying judgements about their femininity during the Oscars.