Lever relaunches ‘neglected’ Lux

Lever Faberge has sought to reverse the recent low profile of Lux with a £7m marketing push to relaunch the 79-year-old soap brand for women.

A PR campaign will publicise the relaunch of Lux’s extended range in national and women’s press over the next two months, on the back of ads fronted by Sex And The City star Sarah Jessica Parker that broke on 10 May.

Lever will also use regional media and advertorials in IPC titles such as Marie Claire, In Style and Now to promote its beauty roadshow.

UK brand manager Dominic Grounsell said Lux had been neglected in recent years, but Halpern Associates had been hired to re-establish its position.

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