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Lux partners with SapientNitro & Yahoo for ‘House of Lux’

Unilever’s brand Lux has released a digital-only campaign called ‘House of Lux’, which attempts at building a community among users across the world, giving them access to curated content, based on their ‘feelings’. The campaign has been developed in partnership with the digital agency SapientNitro, while Yahoo is the content partner Yahoo.
The global site has already been launched in Singapore and Malaysia, and very recently the Indonesia and South Africa channels were kicked off.
The site features 12 ‘rooms’ that have been created to represent emotions evoked by the different fragrances of Lux Skin Treats. In each room, apart from an introduction to the Lux fragrances, consumers are offered curated and customised content on beauty, fashion and lifestyle content. Yvonne Chang, Managing Director – India & South East Asia, Yahoo says, “This is a first-of-its kind partnership where Yahoo will provide original content to Unilever’s House of Lux website. The coming together of our brands will create a rich and engaging experience for millions of women whether they are looking for fashion tips or finding an exotic location for their next holiday.”
Beauty brands experimenting with content marketing
According to findings from Lucintel, the global beauty market is expected to reach USD 265 billion by 2017. Not just women’s, but even men’s cosmetic and grooming products are seeing a surge in demand. With a slew of launches happening at a very high frequency, the consumers globally are spoilt for choice. With such initiatives by brands, consumers are seeing a connect with the brand, beyond the product.
It is interesting to see Lux launching this initiative with no celebrity endorsements on the home page, being a brand which is known to have been associated with 400 glamorous actresses globally. Such positioning may help the brand connect with audience that is aspirational, yet grounded about notions of beauty.
This is not the first time that a beauty brand has experimented with content marketing. L’Oreal is hugely present in the content marketing arena. It has successfully opened up to a whole host of new marketing opportunities based around educating its consumers. The L’Oreal site features how-to makeup tutorial videos besides facts and product information; videos being the main channel of engagement.
Another brand, Estee Lauder appointed Emily Shuman, an influential beauty blogger, as its social media and digital guest editor. Besides, the brand is actively present on digital magazine on Flipboard for campaign launches.
Even though in the beauty industry, the experience at the point-of-sale remains the most important aspect of its consumer interaction, such complementary digital plays help the brands to offer differentiation and recall