It’s very confusing being a woman. For the last ten years you’ve been told by cosmetic and skin care brands that beauty comes from courage, believing in yourself (self-confidence), being individual, being strong…from internal assets. Beauty, once the be all to end all for a woman, was relegated to a secondary role. Now you’re being told that a woman’s strength comes from beauty. After a complex few years, beauty is back on top – in Lux’s eyes, at least. Wunderman Thompson Singapore’s Lux team has launched the #StayBeautifulStayStrong campaign for Unilever this week.

The campaign message is that women should make themselves beautiful during the pandemic to feel good, to bolster their strength while things are a bit hard.

“Lux believes that beauty is a source of strength and that has never been more true than in these tough times. As a flagbearer of unapologetic femininity, we wanted to send out a message of hope to all, by celebrating those who keep their chin up, their lipstick on and their faces smiling as they go about managing their work, family and so much more,” stated Severine Vauleon, global brand vice president of Lux, Unilever.