Lux launches new global sonic identity to bring consistency to their branding

LUX, renowned as a leading fragrance skin cleansing brand and ranked 12th among the world’s most chosen fast-moving consumer goods (FMCG) brands, has once again set new standards, this time in marketing. In just six months since its launch, their innovative sonic identity, created by Sixième Son, has made an impressive impact, reaching an extraordinary 4.7 billion people worldwide.

 

Historically synonymous with timeless icons such as Elizabeth Taylor and Audrey Hepburn to Aishwarya Rai and Dilraba Dilmurat, LUX’s mission has always been to champion and celebrate women’s beauty. Now, in over 100 countries, this mission finds a new voice—quite literally.

Facing the challenge of sonic inconsistency across varied markets and with the knowledge that grabbing attention is much harder amongst younger consumers, LUX saw an opportunity. They introduced a groundbreaking sonic framework crafted ‘For Women, by Women.’ This strategy seamlessly blends global resonance with local relevance, culminating in over ten distinct soundscapes.
• Listen to the LUX Sonic Identity
• Discover the sonic logo

Severine Vauleon, Global Brand Vice President for LUX, said: “Music is a potent tool for elevating brand communication and creating memorable sonic experiences that cut through the clutter. LUX now boasts a sonic system crafted by Sixième Son’s team of women, evoking power, confidence, and glamour. It exceeds market benchmarks, providing unity across campaigns while flexibly reflecting each one’s unique tone.”

With this sound strategy, LUX not only elevated its brand recall but also became a resonant tribute to women, underscoring their resilience, beauty, and elegance. Built on the pillars of femininity, confidence, and positivity, this new sonic identity also stands as a beacon against everyday sexism. Sixième Son was pivotal as the agency, meticulously crafting a vast library of sound adaptations suitable for diverse platforms, ensuring consistent brand communication. The LUX sonic ecosystem has just won Gold for Best use of audio branding at the Transform Awards Asia.

Laurent Cochini, Managing Director, Sixième Son, said: “Music has a universal appeal, and with LUX’s new sonic identity, we’ve celebrated women globally in a powerful, resonant manner.”

Marion Combes, Creative Strategist, Sixième Son, added: “From the brief to the final adaptations, LUX has demonstrated the depth of its commitment to women. And when the brand’s messages align with its purpose, it’s all the more intuitive for us creatives to find the right sound.”