In the way that health-food chains like Whole Foods are trusted for their expertise in curating only the best of upscale, health-conscious products, Lux & Eco desired authentic repute with the eco-conscious set. They wanted their brand — providing select affordable eco-friendly luxury products and travel opportunities online — to have precedent over just the products themselves.
For this campaign, I specifically reached out to influencers in the style and eco-conscious demographic and encouraged them to explore the Lux & Eco website, pick out anything they wanted and share their experiences in a social media post. Rather than setting out a stringent blueprint of what to do, we allowed them to be as creative as possible in the styling of their bag and products, whether they wanted to wiggle their toes in the sand, waste away the day in bed or set up their home to look more beautiful and inviting for friends and visitors.
"Breakfast in bed this morning! Yummy fruits and granola from #sustainableluxury online shop @luxandeco to start off a good weekend #ecoluxury #eco #luxury #sustainable #luxandeco" @Tsangtastic
"Finally found a sunscreen that smells good and is super efficient, thanks to the babes over @luxandeco! Make sure to check out #luxandeco for an amazing curation of affordable luxury products. I've found so many useful (totally random) items on the site. Can't wait for my next items to come in #eco #luxury #ecoluxury #sustainable #sustainable luxury" @jenini
"Sustainability, eco-friendliness and ethics take precedence when I get anything for my home (and beauty), which is why I'm super stoked on my @LuxandEco goodies. All natural goodness." @joellenlove