JWT's Helen Heatley

Overseeing Unilever's Lux Brand in China and Japan

By Published on .

SHANGHAI (AdAgeChina.com) -- JWT has appointed Helen Heatley as director in charge of Unilever's Lux brand of hair and skin products in Greater China and Japan, a new position based in Shanghai. JWT is Unilever's longtime global agency for Lux.

Previously, Ms. Heatley ran her own company in Auckland, New Zealand, called Business 360. Earlier, she worked at ad agencies in New Zealand such as Singleton Ogilvy & Mather, Bates Worldwide and McCarthy Moon.
Helen Heatley
Helen Heatley
China is one of Unilever's fastest growing markets for Lux. One of its leading products is Lux Ideal Oriental, a variant of the Lux haircare product line only sold in China and Taiwan.

Unilever's latest campaign featured the crimson peony, China's national flower, as a symbol of modern Chinese beauty alongside the actress Shu Qi, fashion designer Ji Cheng and singer Zhang Xuan.

JWT created the TV spot for the campaign, while Bartle Bogle Hegarty, Shanghai developed the marketing strategy, out-of-home advertising, in-store and packaging materials.

Unilever faces tough competition from Procter & Gamble's Pantene brand and Japanese manufacturers like Shiseido which, like Unilever's new Lux variant, use herbal extracts from plants like tsubaki, which are said to be nurturing for Asian hair. Chinese manufacturers are also entering the premium hair care category, such as Nice Group Co.'s Centaine brand.

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