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Lux unveils new brand purpose to focus on women who defy stereotypes


By Shawn Lim | Reporter, Asia Pacific

February 28, 2019 | 2 min read

Lux has unveiled its new brand purpose which aims to inspire women to defy judgement 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.

“We are all influenced from a young age by the lyrics of the songs we listen to or by the movies we watch,” said Anne Radmacher, the global brand vice president for Lux at Unilever.

“The way women are portrayed in these songs or movies ends up influencing how we and society at large think women should look or behave. This is one of the tension points where judgements are coming from.”

She continued: “To tackle this, we wanted to look specifically at the way women are portrayed in the entertainment industry and commit to recognizing and supporting women who rise above judgement and challenge the stereotypes.”

As part of the 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 captured and celebrated women defying judgements about their femininity during the Oscars.

Lux: #LuxDefyingJudgements by Mindshare

By Lux

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