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Jan 15 2014

‘House of LUX’ The Online World Making Women Feel Fabulous



15 January, 2014 – Feel Fabulous. Do Fabulous. That’s the Lux motto. And that’s why, to ensure every woman who comes into contact with their range of Lux Skin Treats feels fabulously feminine, LUX have developed ‘House of Lux’ ( along with their global digital agency SapientNitro and content partner Yahoo.



A social platform for millions of Lux Lovers to inspire and be inspired by everything fabulously feminine, the House builds a community where users can access customised content based on their usage and feelings.



The 12 rooms in the House have been created to represent emotions evoked by the different fine fragrances in Lux Skin Treats. In each room, Lux Lovers are treated to a treasure trove of fine fragrance, beauty, fashion, and lifestyle content. Articles serve as inspiration for Lux Lovers to submit their own fabulous finds, and share these finds with other fabulous women across the internet.



Lux Lovers themselves curate the House, together with a team of local fashion and lifestyle magazine writers. Users can join as members, post comments/ photos, share, love and follow other members on the site.



Yvonne Chang, Managing Director – India & South East Asia, Yahoo said “This is a first-of-its kind partnership where Yahoo will provide original content to Unilever’s House of Lux website. The coming together of our brands will create a rich and engaging experience for millions of women whether they are looking for fashion tips or finding an exotic location for their next holiday.”



‘House of Lux’ brings to life a complete holistic experience for Lux Lovers that leverages all existing social platforms, allowing Lux to cultivate a deeper more personal relationship with women. The global site has already launched in Singapore and Malaysia with the first wave of local rollouts including Indonesia and South Africa.



“Since the brand was born in 1925, Lux has been dedicated to making women feel fabulous every day with its beautifully scented soaps and toiletries. With the House of Lux, we wanted to make this mission come to life in an engaging manner, providing women around the world with a platform where we can inspire them but also where they can share and inspire each other with their own fabulous finds. Because we know that when women feel fabulous, they get a lot more out of life.” Anne Radmacher, Global Brand Vice-President, Unilever Lux, said.



Scarlett Lok, Head of Client Services at SapientNitro, added, “Launching House of Lux has been a fabulous journey. It’s not often you get to work on a brand that believes and invests in putting the consumer first by creating meaningful dialogue with them.&nbsp; I’m excited to see how the House of Lux evolves and grows as the social platform that inspires women to feel fabulous every day!”





For further media information please contact:

EVELINA LYE, Marketing Lead, APAC

desk +65 6671 4933 (ext 4009) | mobile +65 8588 9240  |



About SapientNitro:

SapientNitro, part of Sapient®, is a new breed of agency redefining storytelling for an always-on world. We’re changing the way our clients engage today’s connected consumers by uniquely creating never-ending stories across brand communications, digital engagement, and omni-channel commerce. We call it Storyscaping, where art and imagination meet the power and scale of systems thinking. SapientNitro’s Idea Engineers represent a connected powerhouse of creative, brand and technology expertise - one global team collaborating across disciplines, perspectives and continents to create game-changing success for our Global 1000 clients. We partner with industry-leading clients such as Chrysler, Citi, The Coca-Cola Company, Lufthansa, Target, and Vodafone, in 31 cities across The Americas, Europe and Asia-Pacific. For more information, visit or follow us on Twitter @SapientNitro.

Sapient is a registered service mark of Sapient Corporation.


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