The Fragrance Transformation campaign by LUX Botanicals aimed to rejuvenate the brand image and connect with modern urban women. With a focus on the beauty premium segment, LUX Botanicals underwent a complete makeover, introducing three new fragrance variants and leveraging XR technology to create an immersive at-home music concert experience. The campaign successfully captured the attention of the target audience, driving engagement, boosting market share, and establishing LUX Botanicals as a preferred fragrance brand among urban women in Vietnam.
Objective:
LUX Botanicals, a long-established brand known for catering to rural women, set a new business ambition in 2021 to maximize its growth potential in the beauty premium segment, with a specific focus on urban areas. However, the brand faced the challenge of being perceived as outdated and old-fashioned by modern urban women. LUX Botanicals identified the need to transform its brand image and experience to become relevant to urban women, making it their top priority for 2021.
Target Audience:
The target audience consisted of Vietnamese women, aged 22 to 30, with middle to high income. These women embraced a progressive mindset and led dynamic lifestyles characterized by diverse activities, including meetings, parties, gym sessions, and socializing with friends. They sought a natural and long-lasting fragrance that would instill confidence throughout the day and adapt to any context. Their evolving interaction with brands shifted from offline to online due to the impact of the COVID-19 pandemic, emphasizing the importance of interactive experiences and authentic branded content.
Creative Strategy:
LUX Botanicals initiated its transformation journey by reimagining the core brand idea. The original LUX brand transitioned into LUX Botanicals, aligning with the new brand platform "Change for the better." The product line underwent a revamp, introducing three new variants: French Rose, Freesia & TeaTree, and Magical Orchid. With the incorporation of new long-lasting fragrance technology, lasting up to 12 hours, LUX Botanicals empowered women to confidently embrace different contexts throughout the day. The packaging was also redesigned to exude elegance and modernity.
The brand further revolutionized the consumer experience of its new fragrances by leveraging XR (Extended Reality) technology, combining Virtual Reality, Augmented Reality, and Mixed Reality. This breakthrough technology enabled the brand to create an immersive extension of reality by blending virtual graphics with real-world elements. LUX Botanicals invited consumers to immerse themselves in the intangible world of scents through a unique at-home music concert, leveraging the capabilities of XR. The concert aimed to deliver a captivating musical and visual experience, allowing consumers to "feel" the fragrances without leaving the comfort of their homes.
Context:
With a previous focus on rural markets, LUX Botanicals aimed to maximize its growth potential in urban areas by revitalizing its brand image.
The target audience for the campaign was Vietnamese women aged 22 to 30 with middle to high income. These women sought a natural and long-lasting fragrance that would instill confidence and adapt to their diverse daily activities. The impact of the COVID-19 pandemic had shifted their brand interactions from offline to online, emphasizing the importance of interactive experiences and authentic content.
Overall Campaign Execution:
Bich Phuong, an artist known for her transformation from the "girl next door" who predominantly sang ballad songs to a versatile performer dominating various genres, was selected as the star of the show. The campaign incorporated three of her hits, featuring modified lyrics to lively deliver the brand's message.
XR technology was employed to simulate three distinct fragrance worlds corresponding to the three new variants: the gentle Freesia, the seductive Rose, and the mysterious Orchid. The journey commenced within the brand studio, where the physical walls surrounding Bich Phuong seamlessly transformed into fantastical fragrance worlds. In these worlds, Bich Phuong interacted with virtual elements, including floating flowers, magical butterflies, and giant LUX Botanicals bottles. Through precise spatial mapping, the teams synchronized the positions of real and virtual worlds, creating a cohesive environment for choreographed action.
The entire music concert was designed to be 100 percent mobile-friendly and streamed on the Facebook Live platform. This approach allowed multi-screen interaction, enabling consumers to experience the concert across multiple devices. Additionally, the audience was encouraged to engage with Bich Phuong in real-time through pop-up banners and interactive questions, replicating the fan-idol interaction typically seen in live concerts.
Prior to this transformative relaunch campaign, LUX Botanicals primarily targeted the rural market, lacking a significant presence in urban areas and modern trade channels.
Communication results
Business results
The XR technology application in the fragrance category was pioneering, garnering significant interest from over 17 percent of the audience. The remarkable sales results indicated a growing consumer appreciation for LUX Botanicals' superior fragrance products.
