Lux Botanicals added a special touch of Brazilianness to the beginning of this Christmas season. All the sophistication of essences from Brazil, the brand’s premium line, served as inspiration to bring back the emotion of the Christmas tree at Lagoa Rodrigo de Freitas, in Rio de Janeiro, but this time in a different format: in the palm of the hand, for audiences across the country.
The action was launched virtually recreating the Rio de Janeiro Christmas symbol, now revamped with the line’s Brazilian DNA. The tree was also decorated with the flowers that inspire the fragrances of Essências do Brasil liquid and bar soaps, cashew flower, lady-of-the-night, victória-rgia and bromeliad.
The campaign’s protagonist is the Copaba tree, virtually inserted into the Rio postcard in a Fake Out-Of-Home (FOOH) format. The choice of this species as the protagonist of an essentially Brazilian Christmas is due to its origin in the Amazon Rainforest, its oil is the key ingredient in Essências do Brasil by Lux Botanicals, with highly moisturizing properties.
With the support of technology, ao reinforces the company’s brand commitment Unilever with Brazilian ingredients by bringing the focus to the sophistication of nature’s riches, strengthening the already known Botanicals concept, which is to offer a different bath experience, with fragrances that enable a ritual of care and well-being.
“The initiative transcends typical Christmas campaigns, emerging as a celebration of the natural riches and culture of our country, which are at the heart of Essências do Brasil by Lux Botanicals. We want to enable all of Brazil to experience the magic of the Christmas tree by reinforcing the objective of our products: to offer unique experiences of well-being and connection with nature to revitalize body, mind and soul. With this campaign, we highlight the origin of our ingredients and the connection with our culture, inviting everyone to celebrate and feel on their skin what is truly ours, 100% Brazilian, highlights Mariana Krause, marketing manager at Unilever.
The creative concept of the activation signed by Wunderman Thompson, who was also responsible for the CGI project. The action was aired on Lux Botanicals’ social networks, @luxbotanicals on Instagram and @luxbotanicalsbr on TikTok.
*Cape photo: Divulgao/ Lux Botanicals
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