Since 1925, LUX’s bath and body products delight women in more than 100 countries worldwide. These products are the embodiment of luxury and state-of-the-art design. Thus, we started with an idea to create the next step in storytelling for luxury products. We wanted to take their users deeper into the experience of these products, tell LUX’s story and make them feel like they were truly part of this amazing brand.

The flexibility of our creative process and dedication to understanding LUX's needs allowed us to conceive a new platform, https://www.lux.com/arabia/en, for the Arabian market, that would resonate with and meet their audience’s demands, which would then get localized by numerous markets worldwide.

The design phase

The LUX brand team wanted its new design to be clean and straightforward, but also represent modern glamour in a sophisticated, assertive, and powerful way. Our design team needed to find the “golden mean” when working on the creation of a unique brand story and a user-centered design in order to introduce LUX’s products to the audience, in an entirely new way.

When crafting the new digital experience, Sogody’s team had a few design goals in mind, which essentially can be broken down into the following:

• An easy-to-navigate user experience;

• Products and PDP’s as the first go-to or highlighted pages;

• Call-to-actions that are easily triggered;

• Cultural adaptation to the Arabic markets;

• Glamour, modern, and professional look and feel.

The new digital experience reflects these and delivers an emotionally unique story that is inspiring and motivational to the brand’s customers, making them feel valued, by showing that LUX is culturally relevant and forward-looking.

The development phase and global localization

Adobe Experience Manager (AEM) serves as the main component and content management platform for most of Unilever’s brand platforms. Lux’s previous architecture meant that the global tech team of Unilever had already built an existing components infrastructure as part of their back-end, from which the team at Sogody could only tweak to a certain degree in order to reach the final design output that was needed.

Within an 8-week timeline set by the brand team, we created an internal ‘framework’ for websites built on AEM in order to be able to quickly intertwine the general process of building reusable components and adjusting them to Unilever’s AEM architecture and workflow.

The LUX platform was built with the goal of becoming a global Master site. As part of the development, testing, and reiterating till the go-live process, the sizeable challenge was creating a flexible code structure and code base that would be easily adaptable by different tech teams across markets where Lux is present. We understood that the quality and speed of our digital experience were important, which resulted in us building a high-performing and scalable site ready for future localizations.

Being the original creator of the UX design and development, meant creating also a knowledge repository and sharing the internal ‘framework’ for other technical teams to use and refer to; when global markets begin working on their own localized platforms they would be able to deliver just as a robust of a digital experience as Sogody did.