AFTER SEVERAL YEARS not in the Philippines, LUX (one of Unilever’s personal care brands) has returned to the local market with the introduction of its new “Perfumed Bath Collection” featuring body washes and bar soaps, and sans the hair care items.
“The LUX before was actually introduced as shampoos, but the LUX now that we are launching is an entirely new collection of body washes and bar soaps,” Kristine Erni, LUX brand manager, told BusinessWorld during the launch on Oct. 6 at the Valkyrie Nightclub in Bonifacio Global City, Taguig City.
Ms. Erni explained that the new collection offers fine fragrance scents. The brand introduced four variants, headed by its signature scent, Magical Spell.
Described as “unapologetically feminine” and “bold” by its creator, Nicole Mancini of Givaudan — a Switzerland-based manufacturer of flavors, fragrances, and active cosmetic ingredients — the fragrance includes opening notes of juniper oil and key notes of black orchid “amidst a captivating blend of dark woods, golden amber, and vanilla bean”, according to a press release.
“Magical Spell was created for women to feel confident and bold. It’s really an empowering and inspiring fragrance,” Ms. Mancini said in the press release.
The same adjectives were used to describe the “LUX woman.”
The other fragrances include, White Impress, which Ms. Mancini told BusinessWorld during the launch is “very different as it’s made with all white florals (including jasmine)” and is therefore “more luminous” to give a “more radiant feeling.”
Soft Touch, made to be “more moisturizing” and a more “playful” scent is infused with the fragrances of French roses. The “sensual” Love Forever, made with scarlet red roses, is meant to last 12 hours, while the other three scents are said to last eight.
The LUX collection is priced at P39 each for the bar soaps and, for body washes, at P55 for 100 milliliters and P120 for 250 ml.
Ms. Erni stressed that LUX “invested a great deal on using premium ingredients” for the fragrances but kept the prices affordable “to reach as many Filipinas as possible.” She pegged the LUX woman at the age of 20 and above.
“The way we entered LUX in the Philippines — just yesterday (a day prior the launch) — we set [the country] ‘abloom.’ We aired our TVCs and a lot of floral installations… have been deployed in key cities nationwide… so the way you’re seeing it in social media is mirroring [what’s happening outside],” said Ms. Erni.
For more information about the entire perfumed bath collection, visit facebook.com/LUXPhilippines. — Z.B. Chua
