TV advertising, through J Walter Thompson, will feature the strapline 'Lux brings out the star in you'. It breaks in May and will be supported by outdoor, cinema and radio ads, as well as sampling in women's consumer press and in-store.
Lever Faberge is promoting Lux as a more luxurious product than in the past, while keeping it at an "affordable" price, and will encourage consumers to trade up for a 'premium' experience.
Lever Faberge estimates the skin cleansing sector is worth £533m and believes the relaunch will build its share.
The packaging has been redesigned to appeal to the female target audience by focusing on sensual colours and fragrances.
A variety of products is being launched, such as Oils of the Orient, which contains rose oil and rich palm milk.
The range will include a shower gel, priced £1.79, bath products, priced £2.29, and the Lux bar, priced £1.49.
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