It’s often said (in marketing circles, at least) that products are the physical embodiment of a brand; nowhere is this adage more true than when it comes to the humble soap bar. The direct, personal engagement consumers have with soap bars means that a well considered bar design can result in a strong bond between consumer and brand.

It was with this in mind that Unilever asked us to help them with the slippery task of balancing the Lux brand values of ‘feminine beauty’ with improved ergonomics in their new bar range.

Our research helped Unilever and the design team at Seymour Powell to understand how consumers relate to different bar forms on both emotional and ergonomic levels. The result? A bar that’s as close to consumers’ hearts emotionally as it is physically.


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