LUX Brings Together Beauty and Brains in Its Latest Campaign


When we say ‘femininity’, the first thing that would cross your mind would be a classy woman with poise written all over her. After all, that’s the global vision when it comes to being feminine; or anything that is being related to being womanly for a matter of fact. But it doesn’t have to be this way, why choose between smart and classy when you can go for both? This is exactly what LUX is trying to prove; femininity is not just beauty. It’s about beauty, success, and beyond!


The brand came up with a totally different campaign changing up the game. Yes, a woman should celebrate her beauty, yet, she should extend and celebrate it through a plenty of other achievements.

“Every Girl Has A Story” is LUX’s attempt to empower women by highlighting that a woman can be successful and still stay in touch with her feminine side. The brand released a not-so-average ad featuring three trendsetters that are nowhere near the spotlights unlike normal commercials. This was basically LUX’s attempt to make the message as real and as relatable to all the women out there, and they nailed it!

With the help of What Women Want Magazine, LUX interviewed several inspiring Egyptian women who talked about femininity, being underestimated, and more. Those included many figures such as TV Presenter, Sherine Hamdy; Founder of Nola Cupcakes, Laila Sedky; and even our very own Managing Partner, Sherry El Kilany.

LUX didn’t stop there! You can join their initiative to inspire millions of Egyptian women to celebrate their femininity unapologetically. The brand is holding a nation-wide competition asking ladies online and across the country’s governorates to share their success stories under the hashtag كل_بنت_حكاية # for a chance to win gold!

WE SAID THIS: After all, beauty is nothing without brains!

Subscribe to our newsletter
Sign up here to get the latest news, updates and special offers delivered directly to your inbox.
You can unsubscribe at any time