The digital house, where users can access customised content based on their usage and feelings, includes 12 rooms, each representing the different emotions that the brand's Skin Treats fragrances supposedly evoke.
Each room features fragrance, beauty, fashion and lifestyle content, which the brand and agency developed to inspire Lux lovers to share their own content, such as makeup tips. People can also join the community to post comments and photos, as well as share, love and follow other members.
The global site brings together Lux’s existing social platforms, such as Facebook, Twitter and Google+. The initiative launched globaly last month, including markets like Singapore, Malaysia and Indonesia.
Yvonne Chang, Yahoo’s managing director for India and Southeast Asia, said that under this partnership Yahoo will provide original content to the website and work with Lux to create a rich and engaging experience for millions of women, ranging from fashion tips to holiday information to beauty skills.
With this platform, Lux not only aims to promote its mission of making women feel fabulous but also wants to encourage them to share and inspire each other with their own stories and experiences, explained Anne Radmacher, global brand vice president at Unilever Lux.