LUX wants women to hold their heads high, literally

LUX has launched a digital tool aimed at tackling “text neck”, a posture issue caused by prolonged smartphone use that the beauty brand says can affect how women carry themselves.

Called “LUX Chin up”, the free web-based tool uses a phone’s built-in motion sensors to detect when users tilt their devices below an optimal viewing angle. When that happens, the screen blinks as a prompt for users to raise their phones and straighten their posture.

The initiative is based on the insight that extended periods of scrolling often lead to slouching, which can reduce posture, poise and physical presence over time.

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Developed by VML and WPP@Unilever, the tool is designed to work without requiring an app download or wearable device. Users can run the web page in split-screen mode, allowing it to remain visible as a small tab while they browse social media or other content.

The tool encourages users to maintain their phone at a 90-degree angle. If the device dips below that threshold, the sensor detects the change and triggers a visual reminder. Once the user corrects their posture, they can continue using their phone as usual.

“LUX always inspires women to boost their presence and own their beauty power,” said Gaurav Datta, global brand vice president at LUX.

“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,” he added.

In tandem, Marco Versolato, chief creative officer at VML and WPP@Unilever said, "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."

“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,” he added.

LUX said the initiative extends its positioning around confidence and self-expression, framing posture as part of a modern beauty routine.

By encouraging women to adopt better posture habits, the brand aims to help restore what it describes as a more confident, “room-commanding” presence both online and offline.

The launch follows another digitally led initiative from LUX aimed at helping women take greater control of their online experiences. Earlier this year, the brand teamed up with VML on “LUX my algorithm”, a global campaign that repositioned paid media as a tool to influence, rather than interrupt, social media feeds.

Rolling out across China, India, Thailand, Brazil, Egypt, Indonesia and Vietnam, the campaign introduced what LUX called “algorithm cleansers” - ads designed to generate behavioural signals that could gradually diversify the content users see.

According to the brand, the initiative was rooted in the idea that what people engage with shapes both what appears in their feeds and how they feel, extending LUX’s broader positioning around confidence, self-expression and intentional digital habits.

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