Dear All,
Just wanted to update everyone with regards to a new Lux Magical Spell TVC that went on air in August 2015 in Malaysia.
Lux advertised the variant Magical Spell which has been in the market for some time ( not a new launch ) but with a NEW communications claiming fragrance last for up to 8 hours and featuring a perfumer. I have seen Magical Spell in Malaysia, Vietnam and also China during my trade visit.
Previous advertisement for Magical Spell variant has highlighted long lasting fragrance claim before. However featuring perfumer that enhances credibility of fine fragrance in shower gel / body wash is new. This is encroaching into Enchanteur equity as fragranced personal care brand.
• Attached TVC in Malay language ( no English language advertised ).
• Attached pdf of activities captured on youtube ad, bloggers press event, shopper communications in trade / on normal shelf.
TVC English back translation below :
Perfumer : I chose Black Orchid to produce a fragrance that is enchanting and long lasting. Only for Lux Body Wash that fragrant the skin for up to 8 hours after showering.
Female VO : Fragrance that lets your personality shine. Skin that is soft for up to 8 hours. With touches from Lux.
Appreciate if you can share the below :-
• Do feedback to me if this new TVC / digital ad has started to go on air in your country & GRPs
• Do share trade pictures featuring this new communication if any.
• Any initial feedback from sales or trade would be great.
• For countries that has brand health tracking ( eg. Vietnam ), do inform research agency about this new ad. Would be keen to see if this new Lux ad enhances its brand equity on long lasting attribute & help share gain.