International Lux Body Wash, from the house of Hindustan Lever Limited (HLL), has announced its nationwide hunt for girls with attitude, grace, poise and panache to be part of Fashion House – a brand new reality show that opened last season in Europe.
The winners will get a chance to showcase famous designer wear and will get an opportunity to enjoy a fun-filled five-week stay at Madh Island, Mumbai.
Does that mean that the brand is moving into the fashion space? “Certainly not,” says Harpreet Singh Tibb, HLL’s Marketing Manager—Premium Personal Wash. “There is no change in Lux’s positioning –it is not moving into the fashion space. Lux is positioned as a brand that brings out the star in an individual. It is only leveraging a fashion event to bring alive its positioning of Mujh Mein Star Jagaye.”
Dwelling on the reasons for Lux becoming the associate sponsor of ‘Fashion House’, Tibb says, “Fashion House is aimed at identifying the best new fashion designer of the country. To ramp their creations during the event, the competing fashion designers will require models. This is where Lux Body Wash comes in – it will select the models for the event from the metros.”
“The model hunt is being promoted in these four cities through on-the-road floats and radio. To become a model is to become a star. Thus, true to Lux’s positioning of ‘mujh mein star jagaye’, Lux Body Wash will identify and convert a group of youngsters into stars and make their aspirations come true,” Tibb added.
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