Lux gets personal with women

To ensure female consumers using Lux Skin Treats feel feminine, Lux has developed a digital ‘House of Lux’ along with their global digital agency SapientNitro and content partner Yahoo. The house builds a community where users can access customised content based on their usage and feelings.The global site has already launched in Singapore and Malaysia with the first wave of local rollouts including Indonesia and South Africa.The 12 rooms in the ‘house’ have been created to represent emotions evoked by the different fragrances of Lux Skin Treats. In each room, consumers are treated to a treasure trove of fine fragrance, beauty, fashion, and lifestyle content. Articles serve as inspiration for Lux Lovers to submit their own fabulous finds, and share these finds with other fabulous women across the internet.Lux Lovers themselves curate the house, together with a team of local fashion and lifestyle magazine writers. Users can join as members, post comments/ photos, share, love and follow other members on the site.Yvonne Chang, managing director – India & South East Asia, Yahoo said “This is a first-of-its kind partnership where Yahoo will provide original content to Unilever’s House of Lux website. The coming together of our brands will create a rich and engaging experience for millions of women whether they are looking for fashion tips or finding an exotic location for their next holiday.”“With the House of Lux, we wanted to make this mission come to life in an engaging manner, providing women around the world with a platform where we can inspire them but also where they can share and inspire each other with their own fabulous finds,” Anne Radmacher, global brand vice-president, Unilever Lux added.The campaign was created by its global digital agency SapientNitro.