LUX, the iconic global beauty brand, knows true radiance is about how you show up. That effortless “it girl” energy starts with posture. That’s why the brand is launching LUX Chin Up—a digital tool designed to tackle “Text Neck” and help women keep their heads high and their bold beauty even higher.
“LUX always inspires women to boost their presence and own their beauty power,” said Gaurav Datta, Global Brand VP. “Our phones are amazing for self-expression, but there’s a catch. They elevate our digital selves but often shrink our real-world presence. That constant downward scroll quietly chips away at posture, poise, and bold beauty. With ‘Chin Up,’ we’re offering a simple way for women to realign, lift up, and step back into their power.”
LUX offers a brilliantly simple, tech-forward solution without the need for complicated downloads. LUX Chin Up is a smart webpage that taps into your phone’s motion sensors. Used with the split-screen option, it stays on screen as a small tab, reminding you of the right angle to maintain while you doomscroll.
- The Sweet Spot: The tool encourages keeping your screen at an optimal 90-degree angle.
- The Gentle Nudge: If you start to slouch and the angle drops, the sensor detects it and the screen blinks, prompting you to raise your phone.
- The Reset: Straighten up, bring your phone back up, and carry on scrolling with boldness.
LUX believes this can be an essential modern-day beauty ritual that extends beyond the shower. By habituating women to hold the right posture, LUX naturally lifts their chins and opens their posture, instantly restoring a vibrant, room-commanding presence. It’s a small shift that brings Main Character Beauty to life, both on screen and off.
Make LUX Chin Up a habit, try it for a week, and improve your posture. Visit lux.com/chinup
Hashtag: #LUX
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