#Japan #Hair Care #Meguro #LUX #Super Rich Shine

The New Era of Hair Care: LUX Super Rich Shine Series

LUX, the renowned total beauty care brand under Unilever Japan, is set to launch its highly anticipated revamped Super Rich Shine series on September 3, 2025. Marking a decade since the last significant update, this re-introduction promises not just superior effectiveness but also an eco-conscious approach. With all-new formulations and aesthetically enhanced packaging, the series aims to achieve an unprecedented level of shine, allowing consumers to experience hair that feels as smooth and luminous as silk.

Innovative New Formulations

The revamped LUX Super Rich Shine series promises to take hair care to a new level with formulations designed to deliver the ultimate shine. The shampoo and conditioner, now enriched with silk and argan oil, boasts an 80% beauty serum composition, ensuring deep moisture penetration. This cutting-edge formula promises to make hair feel soft and manageable, right from wash-time.

Additionally, the series incorporates proprietary technology that enhances the adhesion of conditioning agents to the hair, ensuring consistent results from root to tip. The updated conditioner, now featuring a unique lamellar structure, guarantees that moisture is locked in and maintained, leaving hair irresistibly smooth after rinsing.

Moreover, the styling oil has been redesigned to eliminate the greasy feeling traditionally associated with hair oils. This innovation allows users to enjoy a lightweight, radiant finish suitable for everyday use, setting a new standard in hair styling products.

Night Care: A Focus on Evening Rituals

Responding to the growing popularity of night-time self-care routines, the LUX Super Rich Shine series will debut a specialized line, the Relax Night Care range. This new addition focuses on nourishing and protecting hair overnight, catering to the increasing demand for quality night care solutions. Infused with calming scents of water lily and lavender, this range aims to create a soothing experience that transforms hair while users sleep.

The Relax Night Care lineup includes five items: shampoo, conditioner, treatment, hair oil, and hair milk, all designed to combat nighttime hair damage. These products provide concentrated care for stressed hair, ensuring it emerges fresh and radiant each morning, with the silky shine that LUX is known for.

Exciting Campaigns and Promotions

Alongside the series launch, LUX will host an exciting in-store campaign starting October 1, 2025, where consumers purchasing LUX Super Rich Shine products totaling over 700 yen will receive a 300-yen reward in chooseable Pay. This initiative encourages trial and engagement with the newly revamped line.

Behind the Brand: LUX's Journey

Since its introduction to Japan in 1972, LUX has become a trusted name in hair care, evolving to meet the changing needs of consumers. The brand's commitment to excellence is reflected in its continuous research into hair health, characterized by high sales performance in the shampoo and conditioner market for eight consecutive years.

As LUX embarks on the next chapter with its BRAVE VISION 2030 initiative, the brand's mission extends beyond just hair care. LUX aims to empower individuals to embrace their inherent beauty, contributing to a world where everyone can feel confident and free to express themselves.

With the LUX Super Rich Shine series, users aren't just investing in hair products; they are engaging in a holistic beauty journey that celebrates individuality and promotes wellness. By merging innovative technology with commitment to sustainability, LUX is not only enhancing hair but also the planet's health, one product at a time.