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FAQ: LUX #LUXMyWill Initiative – Turning Viral Beauty Trends into Legal Declarations
Global beauty brand LUX has launched LUXMyWill, an initiative that transforms the social media trend BuryMeInThis into a formal, legally recognized declaration of personal style. By collaborating with legal experts, LUX enables women to record and preserve their chosen look as a witnessed statement of identity.
#LUXMyWill is an initiative by LUX, in collaboration with VML Singapore, that turns the social media trend #BuryMeInThis into a formally recognized personal style wish, witnessed, documented, and preserved with legal guidance.
LUX recognized that the #BuryMeInThis trend signals a deeper cultural shift where women declare that they are not dressing for occasions—they are the occasion. The initiative gives permanence to this statement of identity.
Women declare their chosen look on camera, tag someone they trust to honor it, and legal specialists help make the declaration formally recognized. Selected participants receive a LUX My Will box to preserve their outfit and recorded declaration.
The initiative was launched by global beauty brand LUX in partnership with creative agency VML Singapore, with legal experts consulted to define the declaration's standing.
#BuryMeInThis is a viral social media trend on TikTok and Instagram where women share the look they would want to be remembered in, expressing ultimate obsession with a personal style.
Creators who previously posted #BuryMeInThis revisited their content to make it official, tagging friends who then created their own declarations. Each tag expanded participation organically.
LUX believes beauty is a powerful form of self-expression that you embody, define, and leave behind—because you are the occasion.
The initiative invites all women to declare their chosen look on camera and tag someone they trust. The content suggests participation is open, though specific eligibility criteria are not detailed.
The box is designed to preserve the chosen outfit alongside the recorded declaration, serving as a physical keepsake of the participant's personal style statement.