LUX, the world’s most iconic soap brand, this week unveiled their latest TV commercial in South Africa, starring musician, actor, TV personality and new mom, Nandi Madida. The spot depicts Nandi in several beautiful locations, and it is a showcase of her diverse musical career.
LUX is excited about the announcement: “We are happy to have Nandi join our LUX family. Nandi’s eclectic style and look, and her wide-ranging roles, from mother to TV personality, make her the perfect LUX woman. Her mix of modern and traditional, both in taste and through her music, is so representative of LUX,” said Unilever Personal Care PR Manager, Sphelele Mjadu.
LUX’s most recent brand campaign titled We Are More, looks to highlight both the outward and inward beauty of women. LUX has always been associated with beauty pageants and now, the brand is taking a stand to embrace women for more than just their outward appearance.
LUX believes that for too long now women have been celebrated for their beauty alone, but with the We Are More campaign the brand wants to shift perception from taking women at face value and embracing their many hidden personas that are often ignored.
“Madida mirrors our brand shift perfectly because of her multiple roles, on and off screen,” added Mjadu.
In this market Madida forms part of a list of dynamic women that include Khanyi Dhlomo, Basetsana Kumalo, Joanne Strauss, Sonia Mbele and Felicia Mabuza-Suttle, to have partnered with LUX. Women who are all representative of the many layers that make up a woman; whether as leaders in business or mothers raising a family.
“I’m ecstatic about this partnership and honoured to join the ranks of legendary South African women who I admire. To be associated with a heritage brand that is loved by, and talks to the varied women of my country, makes me very happy,” said Madida.