Lux Botanifique
Client: Unilever (2017)
MY ROLE
Art Direction
TV spot, Key Visuals
CHALLENGE
Lux has been the No1 selling shampoo in Japan for over 30 years but was starting to lose some of its market share.
To compete with other brands, it needed to adapt to fit hair trends, which were leaning towards natural beauty.
IDEA
For the launch of Botanifique, we crafted a rich botanical world that expanded on Lux’s sensorial and luxurious brand identity. I was challenged to take charge of the Art Direction in creating a consistent visual world across the three shampoo, styling, treatment and product key visuals, as well as three 15s and 30s TV spots.
PRODUCTION COMPANY
TV Spot: MPC Film
Key Visuals: Trival Inc.
Retouch: Alpharobe Inc.
Key Visuals
We created Key Visuals for the Shampoo, Treatment and Styling products. They were designed to be used in-store, for the Lux brand and e-commerce websites. The product was a part of Lux’s “Premium Natural Shampoo” range, so we wanted to build a luxurious sensorial world, using flowers as visual queues for fragrance. We kept the hair texture styled but natural in order to convey the product benefit of “natural airy shine”.
Shampoo Key Visual
Styling Key Visual
Treatment Key Visual
In-store mockup
Product Key Visual showing the Damage Repair and Balance Pure Shampoo and Conditioner
TV Spot
Three 15 sec and 30 sec TV spots for the Shampoo, Styling and Treatment products.
The challenge was to communicate the launch of a new product, the ingredients (floral fragrance, Andes produced organic rose hip oil) and the hair benefit in a short amount of time. I had the pleasure of working with an international team with my colleagues from Wunderman Thompson Tokyo, shooting in Bangkok and post-production in Shanghai and London with MPC Film.
15 sec spot for Shampoo
15 sec spot for Treatment Products
15 sec spot for Styling Products
We continued the campaign for the Botanifique in 2019 with new products. Unilever wanted to strengthen the communication for the effectiveness of their product, emphasising the science around their shampoo formula. I was asked to translate this into a Key Visual that was consistent with the luxurious, flowered world of the first campaign.