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Unilever repositions the Lux brand in Japan with new look from JDO


By Gillian West, Social media manager

December 13, 2013 | 2 min read

Unilever has worked with JDO Brand Design & Innovation to relaunch the Lux brand in Japan.

Having worked as a Lux brand guardian with Japan since 2005, the agency was tasked with upgrading the brand’s hair care packs and bringing a new proposition to life based on the brand values of admiration, sophistication and elegance.

JDO’s brief challenged the agency to keep the brand relevant to its core user group in the 30s and 40s whilst also bringing in more younger and modern women.

Using the strong equity of the Lux brand identity, JDO used the ribbons marque as the essence of the new look. The gold ribbons aim to reflect glamour whilst oozing confidence and luxury.

Ana McMahon, head of Lux in Japan, commented: “JDO’s design is simple, modern and ownable, while the ribbons marque has iconic potential and is highly campaignable. The contemporary play on LUX gold equity is not only modernising the brand but also moving it to a more distinct and premium position.”

JDO creative director, Ben Oates, added: “Part of LUX’s success has been to continually breathe life into the brand and keep it relevant for its demanding consumers. The Japanese market is packed with innovative global and niche brands and it’s essential to not only stand out on shelf, but also to have a clear and compelling positioning and offer.”

Two sub ranges of Shine and Damage Repair are differentiates through the base pack colour with pink and bronze highlights.


Content created with:

JDO Brand Design & Innovation

Brand & Packaging Design Agency | Specialising in Packaging Design, Innovation, 3D & Product Design, Brand & Corporate Identity.

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