{"id":63734,"date":"2026-07-01T21:10:16","date_gmt":"2026-07-01T14:10:16","guid":{"rendered":"https:\/\/thaipropertynews.com\/feeds\/?p=63734"},"modified":"2026-07-01T21:10:16","modified_gmt":"2026-07-01T14:10:16","slug":"luxmywill-beauty-brand-lux-turns-burymeinthis-from-social-media-trend-into-legal-declaration","status":"publish","type":"post","link":"https:\/\/thaipropertynews.com\/feeds\/?p=63734","title":{"rendered":"#LUXMyWill: Beauty Brand LUX Turns “#BuryMeInThis” From Social Media Trend Into Legal Declaration"},"content":{"rendered":"

SINGAPORE – Media OutReach Newswire<\/a> – 1 July 2026 – Global beauty brand LUX, in collaboration with VML Singapore, has launched #LUXMyWill \u2014 an initiative that transforms one of social media’s most talked-about beauty trends into a formal, lasting declaration of personal style. <\/p>\n

\"#LUXMyWill: <\/figure>\n

Over the past year, women across TikTok and Instagram have embraced hashtags such as #BuryMeInThis – a viral expression of ultimate obsession, where users name the look they would want to be remembered in. What began as playful, dramatic content quickly evolved into a cultural signal: a new generation of women declaring that they are not dressing for occasions – they are the occasion. <\/p>\n

LUX recognised the deeper meaning behind the trend and partnered with legal experts to give it permanence. #LUXMyWill enables women to turn a fleeting social post into a formally recognised personal style wish – one that can be witnessed, documented and preserved. <\/p>\n

The initiative invites women to declare their chosen look on camera and tag someone they trust to honour it. Legal specialists worked alongside the brand to define what gives such a declaration standing, and to create simple, accessible content explaining the process. Selected participants also received a LUX My Will box, designed to preserve their chosen outfit alongside their recorded declaration. <\/p>\n

“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, 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.” <\/p>\n

The movement built organically. Creators who had previously posted under #BuryMeInThis revisited their content to make it official, tagging friends who, in turn, created declarations of their own. Each tag became a new participant. Each declaration, a witnessed moment. Each video, a permanent expression of personal style. <\/p>\n

Through this chain of participation, #LUXMyWill expanded rapidly – creator by creator, tag by tag – turning individual expressions of glamour into a collective cultural movement. <\/p>\n

At its core, #LUXMyWill reinforces LUX’s enduring belief: beauty is not just something you wear for a moment. It is something you embody, define, and leave behind – because you are the occasion. <\/p>\n

Hashtag: #LUXMyWill ##BuryMeInThis<\/p>\n

The issuer is solely responsible for the content of this announcement.<\/p>\n\n

About LUX<\/h4>\n

LUX has been celebrating beauty and femininity since 1925. We stand for beauty that does not blend in: bold, sassy and maximalist. We will continue to support efforts that help women express their Main Character Beauty. <\/p>\n\n

About VML<\/h4>\n

VML is a leading creative company that combines brand experience, customer experience, and commerce, to create connected brands that drive growth. The agency is a leading global marketing and systems integration partner, specializing in creating innovative solutions for business transformation. VML is celebrated for its award-winning work with blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft, Nestl\u00e9, The Coca-Cola Company, and Wendy’s. The agency is recognized by the Forrester Wave\u2122 Reports, which name WPP a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. VML’s global network is powered by 28,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, S\u00e3o Paulo, Shanghai, Singapore, and Sydney. <\/p>\n

\"\"<\/p>","protected":false},"excerpt":{"rendered":"

<\/p>\n

SINGAPORE – Media OutReach Newswire<\/a> – 1 July 2026 – Global beauty brand LUX, in collaboration with VML Singapore, has launched #LUXMyWill \u2014 an initiative that transforms one of social media’s most talked-about beauty trends into a formal, lasting declaration of personal style. <\/p>\n

\"#LUXMyWill: <\/figure>\n

Over the past year, women across TikTok and Instagram have embraced hashtags such as #BuryMeInThis – a viral expression of ultimate obsession, where users name the look they would want to be remembered in. What began as playful, dramatic content quickly evolved into a cultural signal: a new generation of women declaring that they are not dressing for occasions – they are the occasion. <\/p>\n

LUX recognised the deeper meaning behind the trend and partnered with legal experts to give it permanence. #LUXMyWill enables women to turn a fleeting social post into a formally recognised personal style wish – one that can be witnessed, documented and preserved. <\/p>\n

The initiative invites women to declare their chosen look on camera and tag someone they trust to honour it. Legal specialists worked alongside the brand to define what gives such a declaration standing, and to create simple, accessible content explaining the process. Selected participants also received a LUX My Will box, designed to preserve their chosen outfit alongside their recorded declaration. <\/p>\n

“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, 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.” <\/p>\n

The movement built organically. Creators who had previously posted under #BuryMeInThis revisited their content to make it official, tagging friends who, in turn, created declarations of their own. Each tag became a new participant. Each declaration, a witnessed moment. Each video, a permanent expression of personal style. <\/p>\n

Through this chain of participation, #LUXMyWill expanded rapidly – creator by creator, tag by tag – turning individual expressions of glamour into a collective cultural movement. <\/p>\n

At its core, #LUXMyWill reinforces LUX’s enduring belief: beauty is not just something you wear for a moment. It is something you embody, define, and leave behind – because you are the occasion. <\/p>\n

Hashtag: #LUXMyWill ##BuryMeInThis<\/p>\n

The issuer is solely responsible for the content of this announcement.<\/p>\n

About LUX<\/h4>\n

LUX has been celebrating beauty and femininity since 1925. We stand for beauty that does not blend in: bold, sassy and maximalist. We will continue to support efforts that help women express their Main Character Beauty. <\/p>\n

About VML<\/h4>\n

VML is a leading creative company that combines brand experience, customer experience, and commerce, to create connected brands that drive growth. The agency is a leading global marketing and systems integration partner, specializing in creating innovative solutions for business transformation. VML is celebrated for its award-winning work with blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft, Nestl\u00e9, The Coca-Cola Company, and Wendy’s. The agency is recognized by the Forrester Wave\u2122 Reports, which name WPP a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. VML’s global network is powered by 28,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, S\u00e3o Paulo, Shanghai, Singapore, and Sydney. <\/p>\n

\"\"<\/p>\n

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