Singapore – Global beauty brand LUX has introduced a new digital initiative aimed at addressing posture issues linked to prolonged smartphone use, commonly referred to as ‘Text Neck’.
Launched in Singapore on May 12, the initiative, called “LUX Chin Up,” is a web-based tool designed to encourage better posture while users scroll on their phones. According to the brand, frequent downward viewing angles associated with mobile usage can lead to slouching and reduced posture over time, which it says can affect how people carry themselves.
The tool uses a smartphone’s built-in motion sensors and works through a web page rather than requiring a downloadable application. When used alongside a phone’s split-screen feature, the tool remains visible as a small tab on the screen and monitors the angle at which a user holds their device.
If the phone angle drops below an optimal position, the page detects the shift and triggers a visual prompt encouraging users to raise their device and adjust their posture.
“LUX always inspires women to boost their presence and own their beauty power,” said Gaurav Datta, Global Brand VP. “Our phones are amazing for self-expression, but there’s a catch. While they elevate our digital selves, they often shrink our real-world presence. That constant downward scroll quietly chips away at posture, poise, and bold beauty. With ‘Chin Up,’ we’re offering a simple way for women to realign, lift up, and step back into their power.”
The initiative was developed in collaboration with creative agency VML and the integrated team WPP@Unilever.
“Poor posture quietly dims the bold beauty every woman carries. LUX will never let your beauty down, so we went after the habit, not the symptom,” said Marco Versolato, Chief Creative Officer at VML and WPP@Unilever. “LUX Chin Up is a free, simple tool that runs alongside your life. It uses your phone’s own tech to correct the patterns that hold you back, ensuring you carry your main character energy on and off the screen.”
According to the brand, the tool encourages users to hold their devices at an optimal 90-degree viewing angle. When the phone tilts downward and posture begins to drop, the screen blinks to prompt users to raise their phone and maintain a more upright position.
LUX said the initiative is intended to encourage a simple daily habit that supports posture while people continue to engage with digital content. The brand added that the approach aims to extend personal care routines beyond traditional beauty rituals to address lifestyle-related habits linked to modern device use.
