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Lux injects the real-time element with ‘Perfume Portraits’

Is there really beauty beyond what the eye can see? Unilever’s soap brand, Lux, has gone all out to tell the world that the answer is a yes. Having recently launched ‘Perfume Portraits’, a film that demonstrates an inspired, multi-dimensional approach to beauty, Lux is now deploying and optimising the campaign in real-time to amplify the message.

Specially produced by Lux in collaboration with creative agency JWT, the film features Indian actor Katrina Kaif as she is photographed by Bhavesh Patel, a talented visually impaired photographer.

“Perfume Portraits illustrates Lux’s approach of creating fine fragrance experiences that redefine beauty, and take it beyond what the eye can see. An exquisite and artfully crafted perfume has the power to bring out a woman’s beauty and confidence, making her irresistibly captivating to others,” said Anne Radmacher, Global Vice President, Lux at Unilever.

Perfume Portraits marks the first Lux campaign run in real-time across countries, directly from the Media Command Centre in Unilever Singapore. An approach that brings together all agency and brand teams involved, the Media Command Centre enables Lux to track campaign developments quickly, and respond in an agile manner.

Lux’s global agency team at the media centre comprised of their media agencies, PHD and Mindshare, and their global PR and social agency, Golin. The team were able to optimise their media spends and content engagement strategies directly from the Media Command Centre.

“Lux is one of our leading brands and this campaign truly brings its unique proposition to life in a beautiful manner. It has the magic of storytelling at its heart and we are powering it with media using some really cool techniques. Launched from our media command centre with real-time optimisation across multiple markets and platforms, we are leveraging data and insights in a unique manner. This is a great example for us of building brand love at scale in this connected world,” added Rahul Welde, Vice President, Media, Unilever, Asia, Africa, Middle East, Turkey and Russia.

Perfume Portraits is directed by Sunhil Sippy, an accomplished director who has worked with some of India’s most highly regarded advertising film production companies.