Lux has fondly been known as the soap of the stars and it truly has retained that image even now. Lux, a beauty soap from the house of Unilever is among the most popular soaps not just in India but globally.
Launched in 1925, Lux went on to become the first mass-market toilet soap in the world. Lux has the 5 highest number of CRP (Consumer Reach Points) In Asia and is way ahead of its competitors.
What Made The Brand Work
The soap that is used by 34% of households world over, always managed to remain in the limelight, because it never shied away from adapting to changes. With times, Lux kept reinventing itself and met the needs of the consumer without any fail. Also the aspiring positioning of the brand, calling it ‘Soap of Superstars’ and yet being always in the reach of a common man, worked wonders for the brand. The soap always appeared premium and luxurious as far as brand advertisements were concerned, but the price point was always common man-centric, helping the brand popularise with the masses.
Lux has essentially focused on beauty, glamour, and stardom over the years. The pleasant fragrance, colorful packaging, and beauty enhancing ingredients etc. have contributed to the success of the brand
Celebrity Endorsements
Madhubala in the 1950s; Wahida Rehman, Saira Banu, Parveen Babi, Simi Grewal in the 1960s and 70s; Hema Malini, Zeenat Aman, Poonam Dhillon, Rati Agnihotri in the 1980s; Juhi Chawla, Madhuri Dixit, Sridevi, Karisma Kapoor in the 1990s; Rani Mukherji, Kareena Kapoor, Aishwarya Rai, Priyanka Chopra, Deepika Padukone and Alia Bhatt now, Lux has roped in so many celebrities that no brand ever has.
https://www.youtube.com/watch?v=YPUn8Kl2Op0
The Male Connection
The brand also roped in its only male brand ambassador ever, Shah Rukh Khan the Badshah of Bollywood, when it celebrated its 75 years. Since then Shah Rukh has been a constant with the brand and the actor is currently seen hosting and being part of the Lux Golden Rose Awards for women achievers.
The Product Range
The ranges of products that fall under the brand Lux include beauty soaps, shower gels, hair shampoos, and conditioner and other bath additives. Today, Lux products are manufactured at 71 locations with more than 2000 suppliers and associates providing the raw materials. It has key markets in countries like Brazil, Pakistan, China, Bangladesh, and South Africa, and is a market leader for soap bars in India, Pakistan, Brazil, Saudi Arabia, Bangladesh, Thailand, and Vietnam.
