Unilever’s LUX hair care brand redesigned to push premium credentials

Unilever has introduced a new design for its LUX hair care in China to better communicate the premium positioning of the brand.
LUX wanted to achieve a stronger impact on shelf and establish itself as “owners of ‘Shine’” within the Chinese hair care category. The brand worked with JDO on the new look, which targets Chinese women aged 22-40 who are ‘independent, aspirational and bold’ and who enjoy time to take care of them-selves. Packs feature gold tone colou