Lux (soap)

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L+,
L+, (soap) lo!o.pn!
Product type -eauty .oap
/ountry +0
1ntroduced &2$3
4arkets World(ide
5m'assador(s) Leer -rothers (+nileer)
We'site houseo)ux.com
L+, is a !lo'al 'rand deeloped 'y +nileer. The ran!e of products includes
'eauty soaps, sho(er !els, 'ath addities, hair shampoos and conditioners.
Lux started as 6.unli!ht Flakes7 laundry soap in &822.
1n &2$3, it 'ecame the "rst mass market toilet soap in the (orld. 1t is noted
as a 'rand that pioneered female cele'rity endorsements.
5s of $%%3, Lux reenue is estimated at 9& 'illion, (ith market shares spread
out to more than &%% countries around the !lo'e.
Today, Lux is the market leader in seeral countries includin! 1ndia, Pakistan,
-ra:il, Thailand and .outh 5frica[&]
;eeloped 'y +nileer, Lux (soap) is no( head<uartered in .in!apore.
/ontents [hide]
& =istory
&.& >ri!ins and history
&.$ -e!innin!s
&.? -uildin! 'eauty soap credentials
&.@ &2$8A&2@%B 2 out of &% stars
&.3 @%s C 3%sB Domancin! the consumer
&.E &2E%sB Domancin! the 'rand
&.F &2F%sB ;imensionali:in! 'eauty
&.8 &28%sB >(nin! the cate!ory space
&.2 &22%s A early $%%%sB 5danced skin 'ene"ts
&.&% Lux .tyle 5(ards
&.&& $%%%sB -eyond moie stars
$ .ee also
? Deferences
@ Gxternal links
=istory[edit]
>ri!ins and history[edit]
Lux Print ads H Garly $%s
The 'rand (as founded 'y the Leer -rothers (today kno(n as +nileer) in
&822. The name chan!ed from 6.unli!ht Flakes7 to 6Lux7 in &2%%, a Latin
(ord for 6li!ht7 and su!!estie of 6luxury.7
Lux toilet soap (as launched in the +nited .tates in &2$3 and in the +nited
0in!dom in &2$8. .u'se<uently, Lux soap has 'een marketed in seeral
forms, includin! hand(ash, sho(er !el and cream 'ath soap.
Lux 'e!innin!s
-e!innin!s[edit]
LuxIs early adertisin! campai!ns aimed to educate users a'out its
credentials as a laundry product and appeared in ma!a:ines such as Ladies
=ome #ournal. -y the early &2$%s, it (as a hu!ely successful 'rand and in
&2$@, the Leer -rothers conducted a contest that led them to a ery
interestin! "ndin!B (omen (ere usin! Lux as pud soaps.
Lux -uildin! 'eauty soap credentials
-uildin! 'eauty soap credentials[edit]
1ntroduced in the +nited .tates in &2$@, Lux 'ecame the (orldIs "rst mass
market toilet soap (ith the ta!line 6made as "ne as French .oap7. 1n the "rst
t(o years of launch, Lux concentrated on 'uildin! its 'eauty soap credentials.
5dertisements oJered consumers 6a 'eauty soap made in the French
method7 at an aJorda'le price, (ith the promise of smooth skin.
4ade (ith "neHtexture, rich in fra!rance, and manufactured usin! a method
created in France, the "rst Lux toilet soap (as sold for &% cents apiece.
Lux 2 out of &% stars use Lux
&2$8A&2@%B 2 out of &% stars[edit]
This era sa( key launches of L+, in the +0, 1ndia, 5r!entina and Thailand.
The 'rand concentrated on 'uildin! its association (ith the increasin!ly
popular moie (orld, focusin! more on moie stars and their roles rather
than on the product. 1n &2$2, adertisin! featured $E of the 'i!!est female
stars of the day, creatin! a hu!e impact amon! the moieHloin! tar!et
audience. This (as follo(ed 'y =olly(ood directors talkin! a'out the
importance of smooth and youthful skin. This pioneered the trend of cele'rity
product endorsements.
1n &2?&, Lux launched a campai!n (ith older stars, 61 am oer ?&7. The series
of print ads had stars talkin! a'out preserin! youthful skin. Lux also
launched campai!ns featurin! interie(s (ith stars and closeHups of stars,
'rin!in! to life the K2 out of &%I idea
Lux Domancin! the consumer, ;eanna ;ur'in
@%s C 3%sB Domancin! the consumer[edit]
+sin! moie star as role models, LuxIs strate!y (as to 'uild releance 'y
lookin! at 'eauty throu!h the consumerIs eyes. While still retainin! the star
element, the focus shifted to the consumer and the role of the 'rand in her
life.
5dertisin! commercials sho(ed ordinary lookin! (omen (ith direct
references to leadin! ladies from the moies such as ;eanna ;ur'in and
;e'orah 0err.
Lux Domancin! the 'rand
&2E%sB Domancin! the 'rand[edit]
1n the &2E%s, adertisin! (as shifted to product stories and the romantici:in!
of 'rand throu!h its 6sensorial C emotional7 dimensions. This (as the era of
Kthe "lm star feelin!I and the KLolden LuxI, featurin! stars such as .andra
;ee, ;iana Di!! and .amantha G!!ar.
The 'athin! ritual, the KfantasyI element that has 'een the ima!ery of Lux,
(as created in this era. The 'rand also moed for(ard (ith launchin! L+, in
the 4iddle Gast, enterin! a more conseratie market.
&2F%sB ;imensionali:in! 'eauty[edit]
De)ectin! the shift in 'eauty trends in the &2F%s, the Lux stars stepped do(n
from their pedestals and (ere portrayed as multiHfaceted (omen (ith
natural, (holesome 'eauty that the ordinary consumer could relate and
aspire to. The executions (ere more of Ka day in the lifeI of the stars (ith
focus on their Knatural 'eautyI. .tars included -ri!itte -ardot and Matalie
Wood.
&28%sB >(nin! the cate!ory space[edit]
Gsta'lishin! itself as the 'eauty soap for stars and 'eautiful (omen, the
&28%s emphasi:ed the importance of skin care A the "rst step to 'eauty. Lux
(as launched in /hina at this time. .ophia Loren, Da<uel Welch and /heryl
Ladd (ere some famous cele'rities used durin! this time.
1n 1ndia, actresses such as =ema 4alini, Pareen -a'i, 4adhuri ;ixit, Dani
4ukerNi and 5ish(arya Dai hae endorsed Lux soap.
&22%s A early $%%%sB 5danced skin 'ene"ts[edit]
1n the &22%s, Lux moed from !eneric 'eauty 'ene"ts to focus on speci"c
'ene"ts and transformation. 4ore emphasis on functionality and ariant
associations (ith diJerent skin types as (ell as mention of in!redients. The
communication (as far more re!ional speci"c and locali:ed, usin! in -ra:il
stars like 4alu 4ader and ;e'ora -loch.
This period launched product 'rand extensions .ho(er /ream and Lels and
Lux .uper Dich .hampoo in #apan and /hina.
Lux .tyle 5(ards[edit]
1n $%%$, Pakistan created the Lux .tyle 5(ards to cele'rate the Pakistani "lm
industry.
Theme ima!e of Lux .tyle 5(ards.
$%%%sB -eyond moie stars[edit]
1n early $%%%, the focus shifted from speci"c skin 'ene"ts to a stron!er
emotional space. The 'rand proided the link 'et(een the aspirational role
models and real life (ith the campai!n, KLux 'rin!s out the star in youI. The
'ene"t (as no( more than Nust 'eauty, it (as also a'out the con"dence that
comes from 'eautiful skin.
1n $%%3, Lux encoura!ed (omen to cele'rate and indul!e their femininity
(ith the 6Play (ith -eauty7 philosophy, (ith stars like 5ish(arya Dai. The
'rand also connected (ith consumers to take a more KactieI stance on
'eauty.
From $%%8, 'uildin! oJ the 'randIs root stren!ths, focus has shifted to 'eauty
(s. femininity), appealin! to consumersI fantasies and aspirations. Lux
'eliees that K'eauty is a female instinct that shouldnIt 'e deniedI and
sho(cases the pleasure that eery (oman enNoys from usin! her 'eauty,
encapsulatin! that idea in a simple phraseB ;eclare your 'eauty.
Today, Lux products are manufactured at F& locations (ith more than $%%%
suppliers and associates proidin! the ra( materials. 1t has key markets in
-ra:il, Pakistan, /hina, -an!ladesh and .outh 5frica, and is a market leader
in for soap 'ars in 1ndia, Pakistan, -ra:il, .audi 5ra'ia, -an!ladesh, Thailand
and Oietnam.
1n the +nited .tates, Lux soap is 'randed as P/aressP.