Reinventing an icon
With the approach of the great 100th year birthday, Lux plans on a
historic reinvention with the revelation of yet another sensual secret.
The brand strongly believes that beauty is not limited to the
affordable and takes on the responsibility of being aspirational yet
accessible by bringing the best of the beauty world within reach of
every woman around the globe. As a testament to the same, Lux is en
route to making the best of the prestigious new world of skin beauty
accessible to all women, by infusing their products with fragrances
composed by the world’s best perfume experts. The intoxicating
fragrances are said to directly appeal to the emotional element of a
woman, transporting her to a world of bliss.
“Like any icon, we keep reinventing the brand in line with the
changing consumer to stay relevant and true to her. Enhancing the beauty
ritual, we are currently in the process of adding a new tier of glamour
into the world of Lux by provoking the senses associated with smell like
never before,” said Lux Brand Manager Nuwan Widyapathige.
Widyapathige added, “Fragrance has been a key feature of the brand
embedded in our history, heritage and DNA. Fragrance is one of the key
memories consumers keep about a beauty product. Moving forward, we will
have fragrances that range from the subtle and sophisticated to
sensualist and addictive; and these have been composed exclusively for
Lux by the best perfumers in the world.”
Looking back at the product’s journey in Sri Lanka, from its
inception in 1931, the brand has enjoyed the status of an iconic beauty
brand in the hearts and minds of Sri Lankans. The brand believes beauty
is about pleasure that begins in the daily bath of a woman. To bathe in
luxurious Lux daily is to come out feeling transformed, feeling on top
of the world – inspiring every woman to feel irresistible and confident
in her own skin every day.
In the past month the brand launched three bathing bar packs in 100g
size to the market for consumers to indulge in the beauty, fragrance and
bliss longer. This was coupled with the launch of the purple lotus
variant and the range of body washes into Sri Lanka. Each encounter is a
promise of refreshing lingering beauty that gives a special awakening to
The brand has always had a glittering connection to some of the
world’s most glamorous actresses from Hollywood legends like Elizabeth
Taylor, Marilyn Monroe, Brigitte Bardot and more recently Sarah Jessica
Parker, Catherine Zeta Jones and Jennifer Lopez and a selection of
stunning Bollywood royalties such as Madhuri Dixit, Aishwarya Rai,
Priyanka Chopra and Katrina Kaif.
Some of the brand’s famous stars in Sri Lanka are Rukmani Devi, Nita
Fernando, Malini Fonseka, Sabeetha Perera, Swarna Mallawarachchi,
Yasodha Wimaladharma, Dilhani Ekanayake, Sangeetha Weeraratne and now
the new face of Lux Jacqueline Fernandez.