BBH redefines Oriental beauty for Lux

Shanghai - Unilever China is adding extra elements to its original Lux Ideal Oriental Shampoo campaign, launching a TVC from JWT with key visual and overall marketing concepts provided by BBH China.

The TVC featuring Taiwanese actress Shu Qi, fashion designer Ji Cheng and singer Zhang Xuan, will run until September along side ATL and BTL campaigns.

BBH helped develop ideas for Lux's new website.

Elements like the peony flower, which is China's national flower, have been added to the TVC to describe the new generation of Chinese women. The campaign plays on the Chinese homonym for hair and discover, "fa", for the tagline "Discover the new generation of Oriental beauty".

"Competition in our category is fierce," Faye Qu, senior brand manager of Unilever Lux, said.

"We're delighted with the campaign that BBH China has created."

Adrey Low, head of account management of BBH China, said when facing increased competitions, it had to come up with a big idea that went beyond the usual shampoo commercial with focus on product attributes.