Form:Packaging News

The agency previously worked on the brand with Unilever for the Japanese market.

JDO was briefed to create a revolutionary shift for LUX to help drive distinction and impact at shelf and to establish the brand as owners of ‘Shine’ within the Chinese hair care category.  The LUX brand delivers a multi-sensory experience of shine that can be seen, smelt and felt.  The new pack designs needed to reflect this through graphic and print production techniques that were built on the brand’s indulgent, luxurious and premium positioning.

The new designs target Chinese women aged 22-40 who are independent, aspirational and bold and who enjoy time to take care of themselves. Packs feature gold tone colour-ways with a gloss and pearlescent finish delivering premium cues.

Ben Oates, JDO creative director said: “The packs needed to quite literally embody ‘shine’ to create standout and appeal as well as communicating key product benefits in an already crowded market.  The brand now radiates light using the ‘X’ as a focal point to give the packs a strong, unique and ownable shine brand equity.”

Zoe Tao, LUX global senior brand manager added: “JDO has elevated our LUX packs to truly communicate indulgent and luxurious hair care.  Our target consumer is beauty conscious and believes that looking her best is an indispensable part of being a woman.  Lux packs now feel much more relevant to her and her life.”

Packs are now being rolled out across China over four need state ranges and in bottle and tottle, mask jar and bottle in box formats.