LUX has always been associated with beauty pageants, and now, the brand is taking a stand to embrace women for more than just their outward appearance. The three LUX musicians were an obvious choice when the brand was looking for icons to partner with.
LUX believes that for too long now, women have been celebrated for their beauty alone. With the 'We Are More' campaign, the brand wants to shift perception from taking women at face value and embracing their many hidden personas that are often ignored.
“LUX believes women are so much more than meets the eye – they are mothers, sisters, wives, business women, leaders, mentors, and caregivers, to name but a few things. The brand has developed a platform for all women to showcase their hidden facets that are often overlooked,” says Sphelele Mjadu, PR lead for Africa at Unilever personal care.
The brand aims to empower each and every woman in South Africa to stand up, and have the confidence to express their multifaceted beauty. The song will inspire women to feel proud of who they are, confident in their own skin, and open to sharing their stories with the world.
“Like the fine fragrance of LUX, we want to give women the confidence to express their multi-layered beauty and embrace themselves for who they really are,” adds Mjadu.
For many years, LUX has celebrated the beauty and femininity of women all over the world, and now, the brand wants women to go out and be more than just what they appear to be. LUX wants this song to move every women's mind, body, and soul into action, and unite in #WeAreMore.
For more information, visit www.houseoflux.co.za. Alternatively, connect with them on Facebook, Twitter or on Instagram by using the #WeAreMore hashtag.