The key insight is that fragrances evoke emotions and feelings rather than rational benefits. Art is the most powerful way to express feelings. We came up with the campaign idea of collaborating with famous artists to co-create expressive, emotionally powerful, sensorially rich communication inspired by the fragrance of Lux. And fine fragrances are potent -all you need is a few drops, so all it takes is ‘Just a little Lux’ (our new brand line) to stir up some big emotions.Inspired by the mysterious, exotic fragrance of rare orchids in Lux, we collaborated with famous Spanish artist, Gabriel Moreno, who created the world’s first liquid soap painting at the global launch event in front of a live audience.

The Lux liquid soap painting had an overwhelming response. The audience was captivated and quite literally bewitched as they watched Gabriel pour his inspired feelings out on the canvas. The world press from key markets such as China, India, Indonesia, Singapore, S.Africa and many others covered the event and raved about the surprising and creative expression. The painting then hit the road and was taken to be showcased in multiple markets and there is talk of eventually displaying it in a fine art gallery. We really shifted the paradigm and instead of doing the usual TV commercial selling rational soap benefits, this live art event with liquid soap elevated the brand into a more expressive emotionally rich territory.