LUX gives viral social media trend lasting legacy with #LUXMyWill

Global beauty brand LUX has partnered with VML Singapore to launch #LUXMyWill, a campaign that transforms one of social media's biggest beauty trends into a formal declaration of personal style.

Inspired by the viral #BuryMeInThis trend on TikTok and Instagram, where users share the look they would want to be remembered in, the initiative encourages women to record their chosen look on camera and tag someone they trust to honour their wishes.

LUX worked with legal experts to create an accessible framework that allows participants to formally document and preserve their style declaration, with selected participants also receiving a "LUX My Will" box to safeguard their chosen outfit alongside the recorded message.

Don't miss: LUX wants women to hold their heads high, literally

According to the brand, the trend reflects a broader cultural shift in which women are embracing beauty as a lasting expression of identity rather than dressing for specific occasions.

"Beauty has always been a powerful form of self-expression. Today, women are taking that further – not waiting for occasions, but becoming them," said Judy Zu, global brand director at LUX.

"This trend showed us that when a woman chooses how she wants to be remembered, it's not frivolous – it's a statement of identity. We wanted to give that statement the recognition it deserves," added Zu. 

The campaign was designed to build organically, with creators who had previously shared #BuryMeInThis content revisiting their posts to make their declarations official before nominating others to do the same. Through this chain of participation, LUX said the initiative grew creator by creator and tag by tag, turning individual expressions of style into a broader cultural movement.

The campaign continues LUX's recent efforts to explore how beauty intersects with digital culture and self-expression. Earlier this year, the brand launched "LUX my algorithm", another global initiative developed with VML that sought to reposition paid media as a tool for influencing, rather than interrupting, social media feeds.

The campaign encouraged users to intentionally engage with branded content to generate behavioural signals capable of diversifying the algorithmic recommendations they received. Together, the campaigns reflect LUX's broader brand strategy of moving beyond traditional beauty marketing to engage with the ways women express themselves both online and offline, using emerging digital behaviours as the foundation for culturally driven campaigns.

Related articles:  
LUX empowers women in China to take control of their identities  
LUX reflects feminine strength with new social campaign  
LUX taps on the nostalgic power of scent in new campaign