LUX, the leader in cosmetics and personal care, has popped up in Dubai’s outdoor advertisement areas, following up with its brand identity and core message, which is that every woman should feel free to express her beauty without apology. According to LUX, women should not feel obligated to self-edit. Inspiring and empowering women, LUX encourages them to value beauty as a source of strength. Over the years, they've produced a bold representation of femininity centered on joy and contemporary glamor in addition to making their famous beauty soaps and body washes. Their stunning “opulent fragrance range” is paraded on Dubai’s billboards, giving a delicious whiff of orchids, hibiscus, dahlias, and musk through the streets. The lovely scents are infused with essential oils and leave skin scented for over 24 hours after a shower. On a purple background, LUX proves its brand identity and femininity. Behind LUX’s story is also a story of truly empowering women by uniting against sexism. More than just a cosmetics brand. LUX is certain that by working together, all can stop the normalization of sexism. Small acts of resistance can strengthen us, just as small acts of sexism might cause severe harm. They gathered statistics that 94% of women worldwide encounter casual sexism every day, and are fighting against it through LUX Allies Against Workplace Sexism, training to recognize and combat workplace sexism. Their new campaign captivated Dubai OOH audiences through uni-poles in the first week of December.
