LUX demonstrates bold ’24-hour long-lasting fragrance’ claim with smell expert

Unilever’s LUX has re-launched its Magical Spell physique wash by way of a spot that includes smell expert Laurine Sautour, who is ready to determine varied smells from the completely different notes of perfumes to the perfume of on a regular basis mundane gadgets. Tapping on Sautour’s sense of smell, LUX asks her to tell apart fragrances of six in style physique wash manufacturers by means of a blind smell take a look at.
She was in a position to detect and determine the scent of the Magic Spell physique wash on one out of the six contributors even after 24 hours. This experiment showcased the primary distinctive promoting level of the Magical Spell physique wash, which is its potential to supply long-lasting perfume of as much as 24 hours. The marketing campaign was completed in partnership with Wunderman Thompson Singapore and might be seen on digital and eCommerce platforms in China. MARKETING-INTERACTIVE has reached out to LUX for added data.

LUX international model director Swarnim Bharadwaj stated perfume is invisible and so it’s more durable to point out it in a video format. ” With our nice collaboration with Wunderman Thompson, we had been in a position to come up with this idea of utilizing a “Smell Expert” to spotlight the prevalence of our fragrances in a novel, fascinating manner,” Bharadwaj stated. 
Menawhile, Wunderman Thompson Singapore’s inventive director Savio Fonseca stated that the company is all the time considering of recent methods to boost and showcase Lux’s product expertise”. Therefore, to deliver out LUX’s 24-hour long-lasting perfume bold claim, it determined to create an illustration involving a brilliant smeller.
Earlier this month, LUX has additionally lately launched a spot championing what it calls “the feminine gaze” by working with 9 out of ten feminine or female-identifying administrators in its movies. Also completed by Wunderman Thompson, the four-minute-long video uploaded on LUX’s YouTube channel showcases the voices of the administrators throughout varied areas. 
This spot was in line with Unilever’s ongoing Unstereotype Alliance launched in 2017, set to eradicate outdated stereotypes in promoting. Unilever has additionally broadened stated initiative with “Act 2 Unstereotype”, which seeks to make actual, structural modifications to the complete advertising and marketing course of and provoke and combine extra numerous and inclusive considering throughout each model, from promoting manufacturing to new product growth.
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