LUX has launched Chin Up, a web-based tool that uses a smartphone’s motion sensors to detect and correct the head-down posture associated with prolonged phone use, which the brand refers to as “text neck.”
The tool operates as a smart web page — no app download required — and is designed to run alongside other phone activity using the split-screen function. When a user’s screen drops below a 90-degree angle, the sensor detects the change and the screen blinks as a prompt to raise the phone and adjust posture. The tool is accessible at lux.com/chinup.
“LUX always inspires women to boost their presence and own their beauty power,” said Gaurav Datta, Global Brand VP.
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“Our phones are amazing for self-expression, but there’s a catch. While they elevate our digital selves, they 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.”
“Poor posture quietly dims the bold beauty every woman carries. LUX will never let your beauty down, so we went after the habit, not the symptom,” added Marco Versolato, Chief Creative Officer at VML and WPP@Unilever.
Tools
- The Sweet Spot: The tool encourages you to keep your screen at an optimal 90-degree angle.
- The Gentle Nudge: If you start to slouch and the angle drops (and with it your head), the sensor detects it and the screen blinks, prompting you to raise your phone and go chin up.
- The Reset: Straighten up, bring your phone back up and carry on scrolling with boldness.
“LUX Chin Up is a free, simple tool that runs alongside your life. It uses your phone’s own tech to correct the patterns that hold you back, ensuring you carry your main character energy on and off the screen.”
LUX describes the tool as a modern beauty ritual that extends beyond personal care products to address a behavioral habit. The brand says repeated use is intended to help habituate users to holding their phones at the correct angle, with the aim of improving posture over time.
