Lux is aggressively followed by the competition , they have upped their game and are continually bringing in new variants. Their products offer more enticing benefits at lower prices and this threatens their brand differentiation.
Also, the Lux consumers have evolved, they seek new product experiences, brands that are a reflection of who they are and they believed that Lux didn’t meet this need.
What We Did
The Insight: Women are multifaceted and they believe that beauty isn’t just limited to what is visible. Also, beauty is what describes them and doesn’t define them. Overtime, they have realized that the more effort they put into looking their best, the more they are judged and sometimes, their abilities underestimated. This has led many to feel the need to tone down their femininity