G1 Group 11 Lux Group Project

Introduction

 What do today’s women care about the most? Is it beauty? Is it to find a good looking and rich man? Is it to start a family and live happily ever after? For today’s modern woman, none of those things are in the top three. Today’s women, especially today’s millennial women (ages 18-34), care more about their financial independence, their “me time”, and having a career more than they do about any of those things. This isn’t simply conjecture, but it has been proven time and again through experiments and research studies, as shown in Figure 1.

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Figure 1

Meanwhile, Lux’s brand messaging, marketing, and social media strategies thus far have always been about beauty and flawlessness. Whether its using Katrina Kaif, or Shu Qi, Lux consistently uses the typically beautiful, fair, flawless women to show an ideal that their target audience can aspire to. However, that is as about as relevant today as the floppy disk is to the computer. This type of messaging and strategies are falling short of what truly matters to the millennial women.

This is evident in the stagnating or declining market share in many of Lux’s key markets, as shown in Figure 2 below.

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Figure 2

Thus, our team has endeavored to find out what exactly it is that Lux is missing in its social media channels and what we can do to fulfil it. We find out what today’s millennial women want, and what Lux can do with regards to its social media strategies to reach out to this target audience and occupy a space in their lives, such that Lux becomes an irreplaceable brand and product in these women’s lives.

Objective

The new objective that we defined for the Lux social media team was to rebrand the Lux social media channels (Lux website, Facebook, Instagram, Twitter, and YouTube accounts) with relevant and up to date content strategies in order to engage and connect with the target audience and maintain or improve market position in all of their markets. This can be broken down into three parts:

Use social media to rebrand the Lux image from an outdated one to a more relevant and up to date image

  • Effectively utilize the Lux social media accounts to post relevant content that will help the brand connect with their target audience on an emotional level
  • Use the new social media strategies to help Lux increase sales and maintain/improve their market position in their markets

Social Media Strategies

We have come up with three different social media strategies to each help achieve a different part of the overall objective.

The first strategy is a revamp of the website, to help address the need for a branded consolidated website community for women. Women face a lot of problems in this world, and a Nielsen study has even shown that women search for more self help tips online than men do. While there are many forums and communities, or sites like Cosmopolitan and Vogue, which might help fill this gap, they’re all very segmented and not always relevant to ordinary modern women.

Just like the PlayStation Network is an online community of gamers to connect, support, and find help online, we aim to build a Lux network through the website, where like minded women can connect, support each other, and find help for all of their life problems. If women don’t have to worry about where to find help and community support, they will have more time to spend on the things that truly matter – achieving her dreams and ambitions.

The second strategy is to help further this message and help amplify it using a consolidated social media platforms strategy to be implemented using Instagram, Facebook, and Twitter. For Instagram, we no longer want Lux to post pretty, aesthetically looking pictures of Lux products or of celebrities (Figure 3), both of which serve no purpose.

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Figure 3

Instead, we want the different country Lux Instagram accounts to start posting pictures of everyday women, who’ve accomplished amazing things. Much like Humans of New York does, we want to post about ordinary women who’ve done extraordinary things, in a bid to help support and inspire the target audience to do more and be more. Figure 4 is an example post form the Humans of New York page, which showcases the story of an ordinary women who has achieved so much in her life through perseverance and hard work – and this is the kind of posts that the new Lux Instagram accounts should have.

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Figure 4

An added benefit of this is that these women would then become unofficial brand ambassadors for lunch, sharing the post with their social networks, further amplifying the Lux messaging and helping to reach a higher audience.

Facebook and Twitter is to be used to help further amplify the Lux messaging and to engage in conversations with our target audience. This is mainly because they’re both very effective platforms to disseminate messages to large audiences, as well as to engage and interact with the people. These two platforms can be used to share the content from the Lux Website, Instagram, and YouTube pages, thus generating more traffic for those platforms, while also covering non-social media marketing aspects of the brand.

Thirdly, we want to use the YouTube channel, and Lux advertising collateral, to change the way we talk to and about women. Instead of showing flawlessly beautiful women prancing about, or trying to attract a man, we want to show beautiful and successful women accomplishing great things. We can use real life business women, sports stars, or celebrities, but instead of just having the face, we want to show their accomplishments as well. In addition, here is where we bring in the Lux product benefits most prominently, by showing that these successful, accomplished women use Lux products in their daily regime, as part of their dedicated “me time”, in order to rest, relax, and recharge for the day.

Doing so would start showing an ideal for the rest of the target audience to work towards – something they can be inspired by, and aspire to achieve at the same time. Thus, this will help to increase their emotional connection to Lux, and increase their top-of-mind recall.

Conclusion

The benefits of employing these strategies are many fold. Firstly, there will be an increase in relevant content, which will help to drive greater engagement and interaction with our target audience.

Secondly, this will lead to an emotional connection between the brand and the target audience, which will influence increased top-of-mind recall. This is likely to increase sales in all of the key markets of Lux.

Thirdly, this will help Lux to cement their position as the market leader as it will help them to maintain or improve their market share statistics. Thus, we believe, these social media strategies, if implemented correctly, are very likely to help achieve the new objective for Lux’s social media channels.

Prepared by: Tsu Ting, Mahera and Louis

G1 (Group 11) LUX

Background of Lux:

Lux is a global luxury beauty soap brand developed by Unilever. They offer a range of personal care products including beauty soaps, shampoos, conditioners and shower gels. Since 1925, Lux has been bringing the best of beauty to women. These products are known as the beauty secret of some of the most glamorous stars – from Elizabeth Taylor, Audrey Hepburn, and Marilyn Monroe, to Ashwarya Rai, Katrina Kaif and Shu Qi. Lux believes that beauty does not have to be about hard work, but rather, about pleasure. They aim to provide an exceptional experience in and out of the shower with their unique products, infused with fine fragrances, and crafted by the world’s best perfume experts. Lux does everything to make customers feel good, look good and exceed customer expectations. Lux’s key markets currently are Indonesia, Brazil, China, India and the USA.

Why did we choose Lux?

Lux has been a leading and renowned beauty brand since its beginning. Pioneers in beauty and soap – they have had a strong market share from the very start. However, with the rapidly changing business landscape as well as the fast evolving demographics, there is no guarantee that they will continue to be just as successful in the future.

The economy today has reformed such that e-commerce has emerged as the most influential sales platform. With countless brands and products from all over the world competing with one another, consumers are spoilt for choice. In addition, social media plays an important role as an influencer of these choices. Yet, Lux has been inactive on social media and has very little engagement with customers. This is especially true when compared to competitors such as Dove, which regularly uses effective and engaging social media strategies to keep their customers loyal and involved.

Another, much more important, reason we’ve chosen Lux is because we feel that the brand has become very outdated. With all their marketing and advertising money being spent on showing flawlessly beautiful women using Lux – our group feels that they are completely missing the mark on what is actually relevant and important to their target market. Women nowadays care much less about being flawless and beautiful, and much more about embracing their imperfections, and being bold, strong and beautiful. They do not believe that good looks are the only thing to women – because they, as women, are accomplishing so much more. Thus, how can they relate to a brand that doesn’t even understand them?

This is very evident in the US market – where Lux has been continually losing market share for the past several years. Thus, while Lux may be doing fairly well in the developing markets for now, we feel that as the women in these markets evolve and grow – as they become more and more empowered like in the US – the less they will connect with and buy Lux products. Hence, it is essential for Lux to rebrand their image now in order to keep up with the modern age, and to ensure future success.

That is why we’ve chosen Lux – to help them to rebrand their image using effective, useful, and engaging social media strategies across various platforms.

Current Social Media:

Lux has a very limited social media presence, they have over 6 million followers on Facebook, however they have been inactive on that platform for over a year. In comparison, their competitor Dove posts on their Facebook page regularly, and it has over 27 million likes.

Lux also has a YouTube account with over 6800 subscribers. It used to be an active platform in 2015, although they have not uploaded a video in over 6 months. Their most viewed video has over 1.3 million views, but most average around 1000 views. Their videos are very global, in different languages and different locations.

Project Goals:

Short term goals:

  • Rebrand the Lux image by associating it with empowerment of young millennial women with relevant and effective social media strategies
  • Showcase Lux as the one amazing and sensuous product that all these beautiful, bold and powerful women use to relax and unwind at the end of a hectic day – to be recharged and refreshed to take on the world

Long term goals:

  • Reposition Lux to remain competitive by rebranding their image so that Lux becomes THE brand for the strong, modern woman of today
  • Maintain good market positions in the key markets now as well as in the future

Methods:

Lux focuses exclusively on women, and with our target to rebrand their image, the target audience will be a younger group of women – millennial women between 18-34 years of age – because these women are the future change makers in all the key markets.

We will conduct focus groups and surveys of women within this age bracket to evaluate and analyse suggested social media re-branding options for the company. We will also utilise social analytical tools, such as Socialbakers, in order to see how people are currently responding to the brand and how they are interacting with it online.

Feasible media platforms will be those that are best to convey our messages to our target audience, meaning that the platforms most used and interacted with by 18-34 year old women will be sufficient. These will primarily include: Instagram, YouTube, Twitter and Facebook, as studies have shown that in the US, these platforms are primarily used by women.

Effectiveness will come through user numbers and interaction – Facebook analytics from our target audience. For example, how many women talk about this subject on a daily basis. We will also compare the statistics for those women in a developing country versus those in a developed country, as the use of platforms may differ.

Conclusion:

With the suggested social media strategies from our presentation and report, Lux can expect to cement their position in the luxury beauty soap market for a long time to come.

#HouseOfLux

Prepared by: Su Tsu Ting, Syeda Mahera Masuda, Louis Francis Christian Morgan