Lux had developed the main visuals of beautiful women, who could get glowing skin by using Lux, by using a famous model & a celebrity, Jessica Michibata. It encouraged 20’s and 30’s women to penetrate that Body wash caused them Body care through Jessica’s interview.Lux gave the readers of VoCE, a famous beauty magazine, trial products in advance, and picked up good impressions of the products used.These comments were informed with Jessica’s visuals on any daily contact points such magazine ad, online ad, transit ad or purchase points.

It increased the score of "Give you glowing skin" from 32% to 48% and of "Make you feel more feminine" from 42% to 60%. Both functional and emotional benefits are evaluated as well among the target.And the sales share was increased among the campaign period.