The Brief

LUX has seized the opportunity to enter the bath and body segment in India with the e-commerce launch of ‘LUX Essence of Himalayas’ range. Leveraging its strong brand heritage, awareness, and iconic presence, LUX aims to reach a new consumer segment in India: younger, trendy urban consumer and to reinforce its position as leader in the skin cleansing category.

This new premium bath and body collection is infused with precious and rare 100% natural Himalayan Oil and antioxidants with calming properties that elevates the bath experience through a wellness ritual that detoxes and revitalises skin.

We’ve been tasked to develop the identity and packaging for the bath collection which consists of 3 products: body wash, soap bar and exfoliating body scrub range across two variants: Lavender & Vitamin C and Himalayan Rose & Aloe Vera.

Our Recommendation

A premium pack that appeals to consumers seeking a luxurious and indulgent bath experience with unique and natural products. The overarching design follows the well-established DNA of LUX; single minded blooming flowers reassuring on scent with subtle hints of the secondary ingredient reassuring on the added benefits. The structured label, vibrant colours and tone-on-tone approach to varianting delivers premiumness while the hand-written fonts give a personal touch, appealing to the younger, trendy urban consumer.