Company: Unilever Indonesia Tbk PT
Brand value: US$142 million
Headquarter city: Jakarta
Industry: Personal care
Year formed: 1936
Celebrity couple help promote everyday luxury
Lux skin cleansing products have been synonymous with femininity in Indonesia for many years, and its regular product innovations have kept this brand fresh and desirable for generations of women. Attractive fragrances and glamorous local celebrity brand ambassadors set the brand apart from the competition, justify its premium pricing, and keep Lux in its market-leading position. Its “Just a little Lux” slogan has long been used to suggest everyday luxury for the women who use it.
In the past year, Lux has used real-life celebrity couple Ashraf Sinclair and Bunga Citra Lestari in communications to support the launch of the new Lux Soft Touch range, delivering significant cut-through after a two-year spell without a famous face. The brand communicates across multiple platforms, and launched its 2015 Lux Fine Fragrance range with a social media campaign, Lux Unforgettable Girl, on YouTube, Facebook and Twitter. Brand owner Unilever is listed on the Indonesia Stock Exchange