LUX 100 Years Limited Edition
To celebrate a century of beauty and empowerment, LUX launched a collectible packaging collection that reimagines its evolution through iconic art movements and pivotal eras of women’s progress. Each design honors a distinct decade, blending heritage with modernity while staying rooted in LUX’s DNA of confidence and self-expression.
Client
Unilever
Region
MENA
Scope
Concept Development
Pack Design
Curated typography, vibrant palettes, and tactile finishes created a premium, multi-sensory experience that resonated across generations.
The collection balanced familiarity with standout appeal—making each pack both timeless and collectible.
LUX Vintage – The Birth of Everyday Luxury
Inspired by the first LUX soap bar, delicate cross-stitch details evoke heritage, craftsmanship, and timeless beauty—celebrating LUX’s role in making luxury skincare accessible to all women.
LUX 1920 – The Art Deco Era & Women Gaining More Rights
Bold geometric patterns and gold accents reflect the confidence of the 1920s, when women embraced freedom, self-expression, and reshaped their roles in society.
LUX 1950 – The Pop Art Era & Women Expanding Their Roles
Vibrant colours and graphic elements channel the Pop Art movement, symbolising a generation of women expanding their roles in work, education, and activism.
LUX 2000 – The Minimalist Era & Women Redefining Success
Sleek, minimal design captures modern ideals of success and beauty— honouring a generation of women breaking barriers, embracing diversity
and leading with confidence.
Results:
121% sales uplift during the campaign vs. pre-campaign performance
Became the top seller within 2 days, with a +50% Daily Run Rate
Sustained momentum post-campaign, remaining the brand’s best seller
28% Amazon conversion rate, with 56% of shoppers new to the brand