Unilever has ushered in a new look for its Lux hair care range in China in order to appeal to a more sophisticated audience and communicate the brand’s premium positioning, according to a report published by The Drum.

The brand charged JDO with the redesign, with a brief to target at Chinese women aged 22 to 40, stand out on shelf and to establish Lux as the go-to brand for shiny locks.

The new packaging is based on a white and gold palette, with a pearlescent finish. “The packs needed to quite literally embody ‘shine’ to create standout and appeal as well as communicating key product benefits in an already crowded market. The brand now radiates light using the ‘X’ as a focal point to give the packs a strong, unique and ownable shine brand equity,” JDO Creative Director Ben Oates told The Drum.

Added Zoe Tao, Lux Global Senior Brand Manager, “JDO has elevated our Lux packs to truly communicate indulgent and luxurious hair care. Our target consumer is beauty conscious and believes that looking her best is an indispensable part of being a woman. Lux packs now feel much more relevant to her and her life.”