Case Study: Redefining Strength and Beauty for LUX Myanmar
For a global icon like LUX, “strength and beauty” is more than a tagline—it’s a commitment. But in a market like Myanmar, how does a brand translate this promise into tangible, meaningful action? The challenge was to move beyond traditional beauty narratives and connect with women on a deeper, more empowering level.
Blink engineered a dual-pronged strategy that brought this commitment to life, redefining what strength and beauty mean for the modern Myanmar woman through two distinct, purpose-led campaigns.
Campaign I: Dare Your Way with LUX — The Power of Confidence
LUX’s mission is to inspire women to rise above social judgment and unapologetically express their femininity. To make this message resonate, we needed to link the concept of beauty to a profound sense of confidence and security.
The Approach: From Abstract Inspiration to Tangible Empowerment
Instead of relying on conventional beauty messaging, Blink engineered a campaign that provided real-world tools for empowerment. We collaborated with a self-defense expert to produce a series of high-quality videos teaching women and girls basic self-defense techniques.
This content was not just an ad; it was a utility. The step-by-step demonstration videos were launched on Unilever’s U-Beauty Website, positioning LUX as a brand that genuinely invests in women's well-being. To drive engagement, a User-Generated Content (UGC) campaign was launched alongside a social video, inviting viewers to answer quizzes about the techniques to win prizes.
The Impact:
The campaign successfully created a powerful dialogue around confidence and safety, delivering significant results.
- Over 1 million video views within the first month.
- 150 active participants in the educational quiz campaign.
- Successfully positioned LUX as a brand that empowers women with both confidence and practical skills.
Campaign II: Here We Glow with LUX — The Power of Self-Care
To launch the new Dazzling LUX Pomegranate collagen body wash, the challenge was to introduce a new product and communicate its unique health benefits—antioxidant and anti-inflammatory properties—in a way that felt fresh, modern, and desirable.
The Approach: Creating a Movement Around a "Glow-Up"
Our strategy was to position the new product not just as a body wash, but as an essential part of a modern self-care ritual. We built a campaign around the concept of a healthy "glow."
- Authentic Storytelling: We teamed up with relatable content creators and relationship influencers who connected the product to their real-life experiences.
- On-Ground Activation: We organized the "Here We Glow with LUX" event, a high-profile fan meet-up with top beauty blogger Win Min Than, bridging the gap between digital buzz and physical experience.
- Next-Generation Influence: Blink managed the entire KOL partnership, including a new wave of young, up-and-coming TikTok influencers to ensure relevance with a Gen-Z audience.
- Community Building: A UGC campaign was launched under each KOL's post, inviting followers to share their own stories to win prizes, effectively turning consumers into brand advocates.
The Impact:
The campaign generated immediate excitement and successfully built a community around the new product.
- 300 people participated in the UGC campaign within just two weeks of launch.
- The campaign generated significant buzz and excitement, successfully launching the LUX Pomegranate variant.
By connecting with women on multiple levels—from physical safety to the confidence that comes from radiant self-care—Blink helped LUX solidify its position as a true partner in their journey of empowerment.