Celebrity’s ‘soft touch’ celebrates inner beauty
COMPANY Unilever Indonesia Tbk PT
BRAND VALUE US $173 million
YEAR ON YEAR CHANGE 8%
INDUSTRY Personal Care
YEAR FORMED 1936
Lux has been bought by Indonesian women for more than 80 years, promising “Just a little Lux”, or some everyday luxury through its skin cleansing range. The brand has a premium feel to it and focuses on communications on the lasting scent of its products, which are regularly updated to appeal to new generations of women. Celebrity ambassadors have long played a key role in Lux advertising. The 2017 “Soft Touch” campaign is the first to feature the latest face of Lux in Indonesia, Maudy Ayunda. She is a singer-songwriter in her early 20s, as well as an Oxford graduate. Her aspirational image is a good match for the theme of Soft Touch, which is about the importance of being more than just a pretty face, and being gently powerful as well. Brand owner Unilever is listed on the Indonesia Stock Exchange.