LUX 2.0 - redefines beauty & rebrands glow as a statement of power: beauty for myself
In a time when purpose-driven messaging can feel superficial, Lux Sandalwood’s campaign stands out for its authenticity and cultural resonance.
- Oct 24, 2025,
- Updated Oct 24, 2025 3:49 PM IST
In a bold reimagining of beauty, Lux Sandalwood Soap has launched its latest campaign, “Khud Ke Liye”—or “beauty for myself”—marking a shift from conventional external validation to celebrating self-expression, individuality, and modern femininity. Speaking to a Gen Z audience, the campaign redefines glow as a symbol of personal power rather than societal approval.
Samantha Ruth Prabhu: The Face of Unapologetic Selfhood At the emotional core of the campaign is actress Samantha Ruth Prabhu, who steps into an unapologetically bold avatar. Her presence sets the tone for a message that is both culturally rooted and forward-looking. Alongside Samantha, influential creators and trendsetters like Rida Tharana, Shweta Tripathi, Aastha Shah and Preity Mukhundhan share their stories of unapologetic living, demonstrating that beauty is deeply personal and inherently tied to self-awareness and confidence.
Influencer Collaboration: Beyond Product Push Lux Sandalwood’s influencer approach transcended typical brand promotion. Influencers were engaged personally via DM, invited to decode the film through their life experiences, and encouraged to share personal stories of their “glow choices”—the rituals, decisions, and mindset that have shaped their journeys. These narratives transformed the campaign from a transactional push into a rich storytelling initiative, resonating authentically with audiences and reflecting diverse perspectives on self-expression.
Digital-First Storytelling for Social Times Designed as a digital-first storytelling project, the campaign speaks the language of today’s audiences through short-form videos, carousels, memes, and regional-language adaptations. With placements across 300+ meme and influencer pages nationwide, and localized content in Tamil, Telugu, and Kannada, “Khud Ke Liye” creates a pan-Indian yet deeply personal dialogue. Meme content weaves everyday cultural cues of Generation Z—like starter packs, toxic bosses, and dating-app fatigue—into the conversation, framing self-care as an act of empowerment.
Music Meets Modernity Adding a nostalgic yet contemporary layer, Lux revived timeless melodies in collaboration with Saregama, giving each region its own voice. Iconic tracks such as “Chandan Sa Badan” (Hindi), “Aakaashadinda” (Kannada), “Avalukkenna Azhagiya” (Tamil) and “Thanuvaa Hari Chandaname” (Telugu) were reimagined with modern cinematic treatments, sparking high engagement and reinforcing the campaign’s relevance while celebrating the continuity of cultural heritage.
Beauty as Inner Power The campaign positions glow not as external appreciation but as an expression of inner strength. Social edits of Samantha, her signature expressions, and her delivery of the film’s core message have been widely shared across fan pages, amplifying LUX’s ethos of self-expression and inner confidence.
If you want, I can give 2–3 more punchy alternatives using “expression” to make it feel even more dynamic.
A Purposeful Narrative In a time when purpose-driven messaging can feel superficial, Lux Sandalwood’s campaign stands out for its authenticity and cultural resonance. By blending influencer storytelling, social-first creativity, vernacular engagement, and music revival, the campaign demonstrates how legacy brands can connect deeply with a new generation—not through transactions, but through relationships and shared narratives.
As the boundaries between personal care and personal choice continue to blur, Lux Sandalwood’s “Khud Ke Liye” campaign reframes glow as soul-deep, redefining what beauty truly means in contemporary India. The campaign also brings a burst of fun and entertainment, with influencers dancing to the new song, enjoying their skincare rituals, and playfully provoking the question: “Who do we really do this glow-up for?” This lively energy amplifies Lux’s celebration of self-expression and joy in caring for oneself.
In a bold reimagining of beauty, Lux Sandalwood Soap has launched its latest campaign, “Khud Ke Liye”—or “beauty for myself”—marking a shift from conventional external validation to celebrating self-expression, individuality, and modern femininity. Speaking to a Gen Z audience, the campaign redefines glow as a symbol of personal power rather than societal approval.
Samantha Ruth Prabhu: The Face of Unapologetic Selfhood At the emotional core of the campaign is actress Samantha Ruth Prabhu, who steps into an unapologetically bold avatar. Her presence sets the tone for a message that is both culturally rooted and forward-looking. Alongside Samantha, influential creators and trendsetters like Rida Tharana, Shweta Tripathi, Aastha Shah and Preity Mukhundhan share their stories of unapologetic living, demonstrating that beauty is deeply personal and inherently tied to self-awareness and confidence.
Influencer Collaboration: Beyond Product Push Lux Sandalwood’s influencer approach transcended typical brand promotion. Influencers were engaged personally via DM, invited to decode the film through their life experiences, and encouraged to share personal stories of their “glow choices”—the rituals, decisions, and mindset that have shaped their journeys. These narratives transformed the campaign from a transactional push into a rich storytelling initiative, resonating authentically with audiences and reflecting diverse perspectives on self-expression.
Digital-First Storytelling for Social Times Designed as a digital-first storytelling project, the campaign speaks the language of today’s audiences through short-form videos, carousels, memes, and regional-language adaptations. With placements across 300+ meme and influencer pages nationwide, and localized content in Tamil, Telugu, and Kannada, “Khud Ke Liye” creates a pan-Indian yet deeply personal dialogue. Meme content weaves everyday cultural cues of Generation Z—like starter packs, toxic bosses, and dating-app fatigue—into the conversation, framing self-care as an act of empowerment.
Music Meets Modernity Adding a nostalgic yet contemporary layer, Lux revived timeless melodies in collaboration with Saregama, giving each region its own voice. Iconic tracks such as “Chandan Sa Badan” (Hindi), “Aakaashadinda” (Kannada), “Avalukkenna Azhagiya” (Tamil) and “Thanuvaa Hari Chandaname” (Telugu) were reimagined with modern cinematic treatments, sparking high engagement and reinforcing the campaign’s relevance while celebrating the continuity of cultural heritage.
Beauty as Inner Power The campaign positions glow not as external appreciation but as an expression of inner strength. Social edits of Samantha, her signature expressions, and her delivery of the film’s core message have been widely shared across fan pages, amplifying LUX’s ethos of self-expression and inner confidence.
If you want, I can give 2–3 more punchy alternatives using “expression” to make it feel even more dynamic.
A Purposeful Narrative In a time when purpose-driven messaging can feel superficial, Lux Sandalwood’s campaign stands out for its authenticity and cultural resonance. By blending influencer storytelling, social-first creativity, vernacular engagement, and music revival, the campaign demonstrates how legacy brands can connect deeply with a new generation—not through transactions, but through relationships and shared narratives.
As the boundaries between personal care and personal choice continue to blur, Lux Sandalwood’s “Khud Ke Liye” campaign reframes glow as soul-deep, redefining what beauty truly means in contemporary India. The campaign also brings a burst of fun and entertainment, with influencers dancing to the new song, enjoying their skincare rituals, and playfully provoking the question: “Who do we really do this glow-up for?” This lively energy amplifies Lux’s celebration of self-expression and joy in caring for oneself.