Improved and new Magical Spell body wash, Re-launch by LUX


Committed to driving product supremacy, LUX recently has re-launched its improved and new Magical Spell body wash that provides fragrance that is long-lasting up to 24 hrs. With this exceptional claim, LUX wanted to prove its supremacy.

 Enter well-known smell expert Laurine Sautour, which features a trained nose and therefore the amazing ability to spot smell — from different notes of perfumes to the fragrance of every day apparently unexciting things.

 LUX taps Laurine’s distinctive talent and asks her to differentiate fragrances of various 6 popular body wash brands by a blind smell test. 6 women each shower with a special body wash. After 24 hrs they’re called in to ascertain whether the body wash fragrances are still evident on their body.

 Interestingly, Laurine picks up the environmental, daily scent by those that showered with other competitor brands, like the aroma of talcum on a new mom and a metallic effect from a well-worn bracelet. Laurine didn’t devour the smell of any body wash. 

 But one scent stands out from one among the six women—the scent of black orchid notes. Laurine confidently identifies that the fragrance comes from one body wash she had previously smelled. Amazed by the 24-hour endurance of the fragrance, she asks which body wash it had been. it’s then revealed to her that it’s LUX Magical Spell.

 Sharing her experience, Laurine said, “It was a chance to point out people what smell experts do, and to make a deeper consciousness of the power of scents to shape experiences and personalities.”

 Creative Director Savio Fonseca, Wunderman Thompson Singapore shared, “We’re always thinking of latest ways to reinforce and showcase Lux’s product experience. To bring out the individuality of our latest 24-hour long-lasting fragrance claim, we created an unusual and surprising demonstration involving an excellent smeller.”

 “Fragrance is invisible then it’s harder to point out it during a video format. With our great collaboration with Wunderman Thompson, we were ready to come up with this idea of employing a “Smell Expert” to spotlight the prevalence of our fragrances in a novel, interesting way. it had been an eye-opening experience as we watched our expert Laurine in action, and that we believe that buyers are going to be even as blown away as we were by this incredible demonstration,” Swarnim Bharadwaj, LUX Global Brand Director said.

 This campaign was created by Wunderman Thompson Singapore and may now be seen on digital and E-Commerce platforms in China.

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