LUX Core china
For over a decade, I served as brand guardian for one of Unilever’s most successful brands—constantly strengthening its core to stay relevant amid shifting consumers, markets, and trends. While LUX had built equity around “fine fragrance skin treats,” increasing category clutter demanded a refreshed design to reaffirm its leadership.
Client
Unilever
Region
China / SEA / Middle East
Scope
Primary packaging
E-Commerce
The new identity elevated LUX as the perfumed expert: vibrant florals enhanced fragrance cues, white space signalled skincare efficacy, and the gold logo evolved into a refined rose gold—embodying elegance and superiority.
The result: a modern yet timeless design that reinforced brand salience while attracting both loyalists and new users.
Developing a brand world beyond packaging
to captive an audience submerged with digital content.
