Science, sensorials and the skinification trend sparking growth for Lux

For over a century, Lux has been synonymous with fragrance and glamour. Now, the Unilever Personal Care Power Brand is seeing strong growth in key markets, thanks to new products that are deeply rooted in its fragrance expertise while delivering on the latest consumer trends.

According to forecasts from Fortune Business Insights, the global bath and shower products market is set to jump from approximately $46 billion in 2023 to over $70 billion by 2030, with liquid formats leading the charge and significantly outpacing traditional soap bars.

Lux’s insights reveal that consumers in soap bar strongholds like India, Pakistan and Brazil are making the switch to liquids for better experiences and convenience. Meanwhile, in markets such as China and Arabia, where liquid cleansing products are more established, the daily shower has evolved into something more meaningful. A moment of self-care, a sensory escape, a chance to indulge – and these consumers are actively seeking products with longer-lasting fragrances and a superior skin feel.

It’s exactly the territory where Lux excels, and the brand’s shift towards premium body wash and liquid products is already sparking growth. According to Unilever’s H1 2025 results, liquids accounted for a significant contribution towards Lux’s global sales.

Speaking Gen Z’s language

Lux’s premiumisation journey starts with a simple truth: consumers want more than just a great-smelling shower product. Through social listening, consumer immersion and influencer collaboration, the brand discovered that consumers, especially Gen Z, crave novelty in texture, multifunctional benefits, eye-catching packaging, and brands that authentically represent their values.

The innovation pipeline reflects this understanding. A new Lux body wash line features bubbly textures that recreate the sensation of sparkling drinks, turning everyday showers into moments of joy. And new scrub-gel products tap into wellness trends, offering exfoliation, cleansing and glow in one convenient step.

“These aren’t random experiments,” explains Judy Zu, Lux Global Brand Director. “These are carefully crafted innovations that build on Lux’s fragrance heritage while delivering the novelty and sensorial excitement that Gen Z desires. We’re not abandoning our legacy. We’re inviting a new generation to be part of it, on their terms.”

Lux Sparkling: The science of sensation

At the core of Lux’s premiumisation is its differentiated approach to fragrance and texture. The Lux Sparkling range is an example of how the brand translated consumer insights into breakthrough liquid products to attract Gen Z shoppers and boost brand penetration.

First launched in China in 2024 with the hero Lux Sparkling White Peach body wash, it won the ‘2024 Wave Maker Product’ award from BASES (Nielsen) for outstanding in-market performance that year. It’s since expanded to include Sparkling Grape, Sparkling Osmanthus and Sparkling Sea Salt variants, and is now the third-largest platform for Lux in China and one of its fastest-growing lines.

Lux Sparkling’s success lies in its differentiated product experience: bubbly textures that mimic sparkling drinks, combined with a cooling sensation that delivers refreshing benefits.

The fizzing feel is made possible thanks to Lux’s Oxilock technology. Created by Unilever scientists, the formula pairs micro-oxygen bubbly textures that simulate bathing in sparkling water with mood-enhancing gourmand fragrances that can linger on the skin for up to 30 hours. Each scent is crafted by world-class perfumers and inspired by fine fragrance profiles.

A social-first marketing campaign helped ensure Lux Sparkling was unmissable on platforms across China earlier this year. ‘Bubble Up’ saw the brand collaborate with influencers on Douyin – the Chinese version of TikTok – using livestreaming rooms to drive awareness and sales. The range is set to expand into further markets in the future.

Lux Botanicals: Skinification and luxury scents

Lux Botanicals is another premiumisation success story for the brand. In 2024, the line relaunched with a premium, skinification-led upgrade and advanced new formulas enriched with ingredients more commonly found in sophisticated skincare, designed to boost glow.

Botanical scents are still part of what makes the range stand out, with freesia, sakura and sandalwood all included to help create memorable shower experiences. The fragrances reflect selected emerging trends, inspired by premium perfume brands. And the range has expanded beyond regular body wash to include self-foaming mousses, scrubs and hand washes.

Packaging is another premium element, with recyclable bottles featuring beautifully designed, nature-inspired artwork that stands out on shelf and has frequently been emulated by competitors.

In the past year, Lux Botanicals has become the brand’s most successful premium range in China and across other key markets. Not only is it attracting Gen Z consumers, but it’s also delivering strong scores for purchase intent and preference and playing a vital role in positioning this treasured heritage brand for future success.