LUX is a global brand developed by Unilever.

The range of products includes beauty soaps, shower

gels, bath additives, hair shampoos and conditioners. Lux started as Sunlight Flakes laundry
soap in 1899.
In 1925, it became the first mass market toilet soap in the world. It is noted as a brand that
pioneered female celebrity endorsements.
As of 2005, Lux revenue is estimated at 1 billion, with market shares spread out to more than 100
countries around the globe.
Today, Lux is the market leader in several countries
including India, Pakistan,Brazil, Thailand and South Africa[1]
Developed by Unilever, Lux (soap) is now headquartered in Singapore.
Contents
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1 History
o

1.1 Origins and history

1.2 Beginnings

1.3 Building beauty soap credentials

1.4 19281940: 9 out of 10 stars

1.5 40s & 50s: Romancing the consumer

1.6 1960s: Romancing the brand

1.7 1970s: Dimensionalizing beauty

1.8 1980s: Owning the category space

1.9 1990s early 2000s: Advanced skin benefits

1.10 Lux Style Awards

1.11 2000s: Beyond movie stars

2 See also

3 References

4 External links

History[edit]
Origins and history[edit]

Lux Print ads - Early 20s

The brand was founded by the Lever Brothers (today known as Unilever) in 1899. The name
changed from Sunlight Flakes to Lux in 1900, a Latin word for light and suggestive of luxury.
Lux toilet soap was launched in the United States in 1925 and in the United Kingdom in 1928.
Subsequently, Lux soap has been marketed in several forms, including handwash, shower gel and
cream bath soap.

Lux beginnings

Beginnings[edit]
Luxs early advertising campaigns aimed to educate users about its credentials as a laundry product
and appeared in magazines such as Ladies Home Journal. By the early 1920s, it was a hugely
successful brand and in 1924, the Lever Brothers conducted a contest that led them to a very
interesting finding: women were using Lux as pud soaps.

Lux Building beauty soap credentials

Building beauty soap credentials[edit]

Introduced in the United States in 1924, Lux became the worlds first mass market toilet soap with
the tagline made as fine as French Soap. In the first two years of launch, Lux concentrated on
building its beauty soap credentials. Advertisements offered consumers a beauty soap made in the
French method at an affordable price, with the promise of smooth skin.
Made with fine-texture, rich in fragrance, and manufactured using a method created in France, the
first Lux toilet soap was sold for 10 cents apiece.

Lux 9 out of 10 stars use Lux

19281940: 9 out of 10 stars[edit]

This era saw key launches of LUX in the UK, India, Argentina and Thailand. The brand concentrated
on building its association with the increasingly popular movie world, focusing more on movie stars
and their roles rather than on the product. In 1929, advertising featured 26 of the biggest female
stars of the day, creating a huge impact among the movie-loving target audience. This was followed
by Hollywood directors talking about the importance of smooth and youthful skin. This pioneered the
trend of celebrity product endorsements.
In 1931, Lux launched a campaign with older stars, I am over 31. The series of print ads had stars
talking about preserving youthful skin. Lux also launched campaigns featuring interviews with stars
and close-ups of stars, bringing to life the 9 out of 10 idea

LuxRomancing the consumer,Deanna Durbin

40s & 50s: Romancing the consumer[edit]

Using movie star as role models, Luxs strategy was to build relevance by looking at beauty through
the consumers eyes. While still retaining the star element, the focus shifted to the consumer and the
role of the brand in her life.
Advertising commercials showed ordinary looking women with direct references to leading ladies
from the movies such as Deanna Durbin and Deborah Kerr.

Lux Romancing the brand

1960s: Romancing the brand[edit]

In the 1960s, advertising was shifted to product stories and the romanticizing of brand through its
sensorial & emotional dimensions. This was the era of the film star feeling and the Golden Lux,
featuring stars such as Sandra Dee,Diana Rigg and Samantha Eggar.
The bathing ritual, the fantasy element that has been the imagery of Lux, was created in this era.
The brand also moved forward with launching LUX in the Middle East, entering a more conservative
market.

1970s: Dimensionalizing beauty[edit]

Reflecting the shift in beauty trends in the 1970s, the Lux stars stepped down from their pedestals
and were portrayed as multi-faceted women with natural, wholesome beauty that the ordinary
consumer could relate and aspire to. The executions were more of a day in the life of the stars with
focus on their natural beauty. Stars included Brigitte Bardot and Natalie Wood.