JDO Brand Design & Innovation has been working with Unilever to re-launch LUX in Japan. The agency has been working as LUX brand guardian with Japan since 2005, helping the brand to consistently remain a step ahead in the hair care category and act as a beauty icon.
JDO were briefed to upgrade LUX hair care packs and bring a new proposition to life based on brand values of admiration, sophistication and elegance. The challenge was to do this in an inspiring and contemporary way that was both relevant for the core user group in the 30s and 40s whilst also bringing in more younger and modern women. JDO were also tasked with shifting brand perceptions from competent and capable to more efficacious and pleasurable to use as well as upgrading the LUX brand to a more premium position.
