LUX Campaign Turns Likes into Empowering Acts, We Love It!

LUX launched an innovative social media campaign called "My Like First" in 2023, redefining the meaning of the like button. The campaign aimed to transform the button from a tool for measuring external validation into a powerful statement of self-love and confidence for women. By encouraging women to freely like their own posts, LUX sought to break the long-standing culture where social media's algorithms and outside opinions dictate beauty standards. For years, the number of likes and comments on social media has been a primary metric for evaluating women's beauty. This dynamic has created a pressuresome environment where women constantly self-assess and modify their appearances to meet external expectations. Recognizing the need to address this issue, LUX initiated the "My Like First" movement, asserting that true beauty should be defined and affirmed by the individual, not by societal norms. The campaign emphasized that every woman possesses unique beauty, a combination of external and internal traits, and should feel empowered to recognize and celebrate it. To drive the campaign, LUX collaborated with VML Singapore, leveraging the power of storytelling to connect with and inspire women. The company chose renowned actress Yasmine Sabri as the face of the campaign due to her significant influence in the Middle East and Indonesia. Sabri's active participation, where she started by liking her own posts, generated substantial attention and sparked widespread conversations. Her endorsement encouraged many confident women in these regions to join the movement, openly点赞 their own content as a declaration of self-worth. The "My Like First" campaign was not a fleeting social media trend but a concerted effort to initiate broader social discussions. It ran on multiple platforms, including Instagram, TikTok, and YouTube, where LUX released a powerful promotional video. This multi-channel approach ensured that the message reached a diverse audience, amplifying its impact. The promotional video highlighted the importance of self-acceptance and self-appreciation, resonating deeply with viewers and prompting them to support the campaign. Data collected since the campaign's launch in February 2023, on the 14th anniversary of the like button's introduction by Facebook in 2009, shows a significant rise in engagement and positive feedback. Many women reported that participating in "My Like First" helped them shed the anxieties and pressures associated with social media, leading to more confident and authentic interactions online. The central message of the campaign—that true beauty is a matter of personal affirmation and not external validation—was well-received. It encouraged women to embrace their unique qualities and Reached new heights of self-expression and self-esteem. The movement aimed to challenge and reshape the traditional beauty standards, fostering a culture of self-acceptance and gender equality. The hashtag #MyLikeFirst became a rallying point on social media, where women shared their experiences and support. The visibility and reach of the campaign were further enhanced by the promotional video, which not only clarified the campaign's objectives but also provided a moving and inspiring call to action. This video showcased real women from different walks of life, each expressing a personal journey of self-love and confidence, which resonated with a broad audience. Industry insiders praised LUX's initiative as a groundbreaking example of corporate social responsibility. They noted that the campaign successfully leveraged social media platforms to convey a positive message about self-worth, thereby enhancing the brand's image and reputation. The creative use of a familiar feature (the like button) to promote self-love was seen as a clever and effective strategy. By aligning its brand with a meaningful social cause, LUX strengthened its connection with its target audience and demonstrated its commitment to empowering women. LUX, founded in 1925, has a rich history of supporting and celebrating women's beauty and strength. The company believes that beauty is a powerful tool for women to overcome challenges and achieve their goals. LUX's campaigns and products are designed to bolster women's confidence, helping them navigate and resist negative judgments from various aspects of life, such as family, work, and society. The “My Like First” campaign is a continuation of this legacy, offering a new and impactful way for women to affirm their self-worth in the digital age. The "My Like First" campaign has already achieved notable success, with increased engagement and positive feedback from women who feel more empowered to love themselves. LUX's ongoing efforts to support women and challenge beauty norms have solidified its position as a leader in the beauty industry, recognized for its meaningful contributions to social progress. This campaign not only highlights the brand's commitment to female empowerment but also sets a precedent for other companies to follow in using their platforms for positive social change.