Lux, E! sign real-time content partnership
Details
Michelle Clancy
| 01 March 2019

Lux, the Unilever beauty brand, has launched a regional partnership with the E! TV network.

The theme is Inspiring women to "defy judgements and to dare to express their femininity unapologetically.”

“We are all influenced from a young age by the lyrics of the songs we listen to or by the movies we watch.” said Anne Radmacher, clobal brand VP at Lux – Unilever. “The way women are portrayed in these songs or movies ends up influencing how we and society at large think women should look or behave. This is one of the tension points where judgements are coming from. To tackle this, we wanted to look specifically at the way women are portrayed in the entertainment industry and commit to recognising and supporting women who rise above judgement and challenge the stereotypes.”

E!’s media agency Mindshare has developed a strategic partnership between Lux and E! to gain access to red carpet moments as they happen at international award shows to create real-time content. The partnership was kicked off at this year’s Oscars with the campaign #LuxDefyingJudgements where a digital hub was set up to capture conversations live from the red carpet. These were then developed into “#LuxDefyingJudgements Moments” – a series of content and editorial stories.

“We are thrilled to be partnering with E! to celebrate women who defy judgement and to have the opportunity to initiate meaningful positive change among women all over the world through the content and conversations that we are creating.” said Lucius Young, Global Digital & PR Lead, Lux – Unilever.