LUX, a global beauty brand, has launched #LUXMyWill in partnership with VML Singapore. This innovative initiative leverages the popular social media trend of wanting to be “buried in” favorite beauty products. #LUXMyWill transforms this sentiment into a legally recognized declaration of personal style preferences. The campaign allows individuals to formally state their desired beauty regimen and products for post-mortem use. This unusual marketing approach aims to connect with consumers on a deeper, emotional level. By merging a fun online trend with legal documentation, LUX is generating significant buzz and brand engagement. The initiative highlights the growing connection between personal identity and beauty consumption.