Luxy divides their target audience up into two separate groups- the first being the primary core demographic (millennials ages 25-45), and the second being new customers who are seeking a solution for thinning hair (millennials over 35 and Gen-X). This campaign appeals to both our target audiences, prioritizing the core demographic for this product. This demographic is aware of trends, appreciative of cheeky messaging, receptive to bold editorial design, and needs striking visual stimulation to peak interest. This campaign appeals to our solutions customer by focusing on elevated, lifestyle-centered design that highlights the quality of the product while enhancing the brand story.

The goal of this campaign was to inspire the customer to embrace the playful, versatile nature of the products by emphasizing the ethical, attainable nature of everyday beauty through bold, editorial design. Knowing that our customers are willing to pay more for sustainable brands that embody elevated design and reflect their vibrant personality and lifestyle, it was essential to exemplify the elevated, vibrant, playful nature of this campaign. Create a visual solution that showcases how Luxy intertwines confidence, inclusivity and wit through design composition, imagery and typography to empower everyone to cultivate a sense of abundance and play.

The decision to focus on cheeky messaging and bold typography across assets allowed the campaign to stay trend relevant while speaking to our younger audience. Targeting our solutions demographic and new customers, this campaign features unique, striking, retro-inspired hero images paired with bold editorial compositions that highlight the modern messaging while also curating nostalgic sentiment. The photoshoot’s retro-inspired styling paired with the red accent color allowed for a complimentary contrast between this nostalgic sentiment and the cheeky, playful concept of the overall campaign.