Lux Perfect Bride

For decades LUX has symbolised Indian beauty. With the re-launch that proposition changed to “confidence to play with your beauty”. Essentially, realising the potential of one’s beauty and using the same to make a lasting impression with the opposite sex. The brand messaging had evolved at a pace faster than its consumers and the target was unable to identify with the new Lux proposition and found itself distanced from the brand. LUX was losing consumers and its strong association as a beauty brand was weakening. The challenge was to prove to the target market, in a manner that was believable and acceptable, that LUX indeed did enable young girls with the confidence to not just look but also feel beautiful.

Insight showed that young girls seek flirtatious intimacy with their mates but do not possess the confidence to make it happen. The traditional media routes were not able to communicate this. A platform was needed that could bring the “Play with beauty” concept alive. Lux needed to be able to show that a woman who knows she is beautiful demonstrates subtle nuances, behaviours, mannerisms and flirtations. She is knowingly confident about the power of her beauty and knows how to “play” with it. As an established mass-brand, LUX needed a large reach medium like TV to do the job. So when India’s leading general entertainment channel, Star Plus, was toying with the idea of getting the TV property Perfect Bride to India, LUX immediately partnered with it and made it happen. Perfect Bride, a wedding reality show with 10 prospective brides & 5 prospective grooms along with their mothers sought their perfect match. LUX enhanced its brand credibility by being a beauty enabler watched by millions over 92 days. Being a daily series spread over 13 weeks it opened an avenue to being a part of the consumer’s daily life.

LUX Perfect Bride, was 92 days of show culminating in the first live wedding on Indian TV. LUX enhanced the beauty of the prospective brides & enabled her to confidently use the same to find her match. LUX gave the girls a chance to realise their beauty as they were groomed & styled by LUX diva & ex-miss world Aishwarya Rai’s stylist to be crowned as the LUX Beautiful Bride. As every week the viewers voted in for their favourite LUX Perfect Bride of the Week, the girls gained confidence & realized the power of their beauty. Each week LUX Essence captured how the girls had begun identifying with their beauty. LUX Brand Ambassador Montage & LUX Wall reinstated this confidence. The new LUX TVC became the content of the show as the communication of play with beauty was built and amplified across 3 segments before the final reveal. The game of blind man’s bluff game was replicated within the content as the guys identified their partners through their fragrant beauty & silky soft skin. LUX also provided a wild card opportunity for young female viewers to be part of the show by answering a simple question that brought out the LUX essence in the girls. The one who had captivated the nation with her beauty was voted by India as its 1st LUX Perfect Bride. Her confidence in her beauty not only got her the partner she desired but also fulfilled her dream to be the most beautiful bride.

32 million women exposed to the concept of Play with Beauty. A third of non-users of Lux actually purchased the brand after watching the program. The brand experienced a rise in recognition and awareness metrics. The competition received 17612 entries for the Lux Wild Card entry through digital media.