Marketing Featured Southeast Asia

Lux brings in ‘smell expert’ in new campaign to put relaunched ‘Lux Magical Spell’ to the test

Singapore – Unilever’s body wash brand Lux has rolled out a new campaign to assess various brands’ fragrance staying power by bringing in a ‘smell expert’, as part of the relaunching of its new and improved Lux Magical Spell body wash. 

In this latest campaign, which was created in collaboration with global creative and CRM agency Wunderman Thompson, Lux invited renowned smell expert Laurine Sautour, putting her on a blind test to memorize all the notes from six popular body washes, including Lux Magical Spell. 

The test goes, six women each showered with a different body wash and were called in to see if the fragrances are still detectable on their skin after 24 hours. Interestingly, Sautour only picked one scent that stands out from the six women, identifying it to be the Lux Magical Spell, asserting the brand’s 24-hour staying power.

Sharing her experience, Sautour said, “It was an opportunity to show people what smell experts do, and to create a deeper consciousness of the ability of scents to shape experiences and personalities.”

Meanwhile, Swarnim Bharadwaj, the global brand director at Lux, commented, “With our great collaboration with Wunderman Thompson, we were able to come up with this concept of using a ‘smell expert’ to highlight the superiority of our fragrances in a novel, interesting way.”

Wunderman Thompson’s Creative Director Savio Fonseca commented that they are always thinking of new ways to enhance and showcase Lux’s product experience. 

“To bring out the uniqueness of our latest 24-hour long-lasting fragrance claim, we created an unusual and surprising demonstration involving a super smeller,” said Fonseca.

The new campaign is already running on digital and e-commerce platforms in China.