By taking the strong equity of the LUX brand identity, JDO created a new and highly animated device by way of the ribbons marque. The gold ribbons reflect pure glamour, ooze confidence and luxury and are both bold and impactful. The two sub ranges of Shine and Damage Repair are easily differentiated through the base pack colour with pink and bronze highlights. On shelf the LUX range combats the clutter with an elegant and refined presence.