For many African women, Lux is a familiar name, but one that has faded over time and now has little meaning in day-to-day life. Most young African women know Lux as their mothers soap – out-dated and ironically not Lux(e) for today’s beauty world. With this brief, we want to make Lux relevant and inspiring to all African women. Instead of her seeing Lux as toilet soap or just a beauty bar, she will see it as fine fragrance that she can bathe in every day. The appeal of Lux’s fine fragrance is that it is sensorial and empowering. It creates shimmering invisible armour that follows her wherever she goes and lingers in a room long after she has gone, infusing our imaginations with a subtle power. Lux want to create a journey for the viewers’ imagination by bringing to life the visual connotations of what it feels like to bathe in fine fragrance with its rich sensory experience and empowering effects.
Lux® has partnered with MoFilms to create an Afrocentric film. The film is a human story of how fragrance inspires confidence and encourages women to express their self-identity. With a target audience of a woman who is a beauty & fragrance seeker, one who enjoys the process of her beauty regime and feels fabulous while using her beauty to allure the world. She has her own beauty philosophy & signature but is always open to try new things in order to stay with the latest trends. The appeal of Lux’s fine fragrance is that it is sensorial and empowering. It creates shimmering invisible amour that follows her wherever she goes and lingers in a room long after she has gone, infusing our imaginations with a subtle power.
I found the film to be relatable, it takes you right back to that moment you first saw your boyfriend or husband. You can see yourself in the actors of the film, the setting and everything about the video is familiar. Its shot in such a great way that everyone can take something away from this film, we all can see ourselves somehow in it. Unilever and MoFilm have collaborated to create an amazing opportunity for African filmmakers to help young African talent to develop their storytelling and pitching skills while working on real, live, Unilever briefs.
The #SheWhoDares campaign has open so many opportunities for all involved so please do yourself a favour and have a look at the amazing end product over HERE.