Brand Re-packaging: How Lux Re-ignites Relationships With Five New Variants

Plato, the Great Philosopher, once said that beauty is “a privilege of nature”, but we all know that nature can always do with a little help. Since 1924, Lux - a leading iconic beauty brand from the stable of Unilever has always been there to help to deliver a beautiful and smooth skin.

No doubt, Unilever Nigeria Plc is one of the leading FMCG in the country offering lot of widely consumed products. Its Lux-brand has continued to deepen it equity in the country in the last decade.

In 2009, developed variants of Lux-brand to meet consumers needs for beauty in the Nigerian market, knowing that women, the world over, want to look and feel beautiful as this boosts their confidence and gives an impetus towards striving for excellence.

Unilever has invested in unique technology to incorporate fruity moisturising glycerine petals which are visible before and during use into the soap. These glycerine petals extra moisturise and help to soften and enhance smoothness of the skin.

With a aim of helping women get the needed confidence and inspiration that would keep their relationship alive, the company recently launched a re-packaged Lux soap into the market with five variants that include Soft Care, Soft Touch and Velvet Touch, among others.


According to the company, the launch was informed by the need to assist couples, particularly women, in reigniting the spark in their relationship.

Speaking at the launch held in Lagos, marketing director, Unilever, David Okeme, stated that for a brand that has been in existence for close to a century, it was imperative to continue to re-inventing as this would help maintain the relevance and respect that consumers have for the brand.

He said, “Lux is a brand that is 90 years in the making and had served Nigerian women for the better part of their lives. We believe for such long years of existence, it is important for us to continue to renew it so that it would stay relevant to Nigerian women.

According the category manager, skin cleansing, Osato Evbuanwan, the purpose of the new Lux is to inspire confidence, empower our women to be able to ignite the spark in their relationship.

She said, “As a business, we place great premium on the needs of consumers. That is why they are at the heart of what we do. For that reason, having conducted research and come out with findings, we have decided to bring new offerings to the doorstep of our consumers, which we believe would promote closeness with their families.