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Company: Unilever Indonesia Tbk PT 
Brand value: US$161 million
Year on year change: 13%
Headquarter city: Jakarta 
Industry: Personal care 
Year formed: 1936 
Lux skin cleansing products have promised women in Indonesia a little luxury for decades, and their focus on appealing scents and a premium feel have made the brand synonymous with femininity in this market. New products are launched regularly to keep the brand fresh and appealing to new generations of women; in the past year, marketing activity has focused on two new product lines, Lux Fine Fragrance, a range of scented body washes, and Lux White Impress skin-lightening soaps and washes. Pop singer and actor Bunga Citra Lestari is Lux’s current brand ambassador in Indonesia; celebrity endorsers help distinguish Lux from competing brands, justify its premium pricing and reinforce the glamor and luxury attributes of the brand that help it maintain its position as market leader. Its “Just a little Lux” slogan has long been used to suggest everyday luxury for the women who use it, and the brand is a significant investor in television and digital advertising, with a strong social media presence. Brand owner Unilever is listed on the Indonesia Stock Exchange.