INTRODUCTION

Unilever Bangladesh at a glance:

Unilever Bangladesh Limited, a fast moving consumer goods company, engages in the
manufacture and distribution of home care products, personal care products, and foods. The
company was formerly known as Lever Brothers Bangladesh Ltd. and changed its name in
December 2004. Unilever Bangladesh Limited was founded in 1964 and is based in Dhaka,
Bangladesh. Being a subsidiary of The Unilever Group, one of the worlds largest and leading
multinational companies, Unilever initially commenced their business activities on a large scale
by setting up their first factory in Netherlands, in the year of 1872. After setting up operations in
Bangladesh within the last four decades, the company continues to try to significantly contribute
towards the augmentation of the standard of living by bringing world class high quality products
at the door step of their customers. The usage of Unilever products by over 90% of the people in
Bangladesh today remains a testimony to their successful operation. Their array of products
include household care, fabric cleaning, skin cleansing, skin care, oral care, hair care, personal
grooming, and tea based beverage products under worldwide famous brand names Wheel, LUX,
Lifebuoy, Fair & Lovely, Pond's, Close Up, Sunsilk, Lipton, Lipton Taaza, Pepsodent, All Clear,
Vim, Surf Excel, and Rexona.
Lux in Bangladesh:
Lux stands for the promise of beauty and glamour as one of Bangladeshs most trusted personal
care brands. Its origin dates back to 1964, when the first manufacturing operations were set up as
a part of Lever Brothers Pakistan operations. After independence, it was incorporated as a
separate company under the laws of Bangladesh. Later on the Company diversified into different
categories. The companys manufacturing operations are based in Chittagong where they have
soap manufacturing unit and a state of the art Personal Product manufacturing plant offering
people a chance to pamper them for a modest price.

BACKGROUND

History of Lux Soap in Bangladesh:

1964: Lux begins its journey in Bangladesh in its Chittagong Kalurghat Factory as a richsmelling moisturizer infused white soap bar, with a promise to provide the best skin care
solution.

1983: Celebrated Bangladeshi film actress Nutan is seen as the first brand ambassador for
International Lux. In 1986, alluring beauty icon Doyel takes over as ambassador of the
international soap.
1991: For the first time in Bangladesh, Lux introduces three different variants for different skin
types. Dazzling actress Champa becomes the first brand ambassador for the new White Lux.
1993: Moushumi becomes the Lux brand ambassador for the new Lux Green Soap created with
herbal extracts. This new addition expanded the Lux variant range to four.
1999: Sensational Popy endorses Black Lux with protein extracts for all skin types. She also
served as the brand ambassador for Purple Lux the following year.
2002: Lux was re-launched in 2002 and the fabulous Aupee Karim endorsed all four variants
Glycerine, Aloe Vera, Vitamin E and Honey
2004: A summer variant of Lux - Aqua Sparkle - is introduced. Enriched with refreshing fountain
water and reinvigorating minerals, this special variant was endorsed by exquisite beauty queen
Aishwariya Rai.

2008: Lux Strawberry & Cream and Lux Peach & Cream are introduced. The variants are
endorsed by glamorous Hollywood actress Rachel Weisz and Bollywood diva Priyanka Chopra.
2011: For the first time in Bangladesh, a premium variant of Lux is introduced - Lux
International Creamy White.
2012: Lux is re-launched with a stylish new shape, attention grabbing packaging and an
improved tantalizing fragrance. Flawless Bollywood beauties Katrina Kaif, Aishwariya Rai and
Deepika Padukone endorsed the new range.
2013: Lux Channel I Superstar 2009 winner Mehazabien appears as the brand ambassador for the
new Lux Sandal and Cream Soap. After a long time gap, Lux once again has a Bangladeshi
brand ambassador.
2014: Lux, with fragrance composed by World's Best Perfume Experts, is re-launched. For the
first time ever, new Lux is with floral embossing making it the new star in the world of beauty
soaps. New Lux is now with Silk Essence for softer, smoother skin like never before.

Popularly known as 'the beauty soap of super stars', Lux has been a favorite with generations of
users for the experience of sensuous, luxurious bathing. Lux, since its launch, has been the
pioneer in developing the market and shaping consumer behavior. Continuously, without failure,
Lux has introduced a range of soaps in different colors, shapes, nourishing ingredients and
fragrances. However, each of the soaps has consistently delighted the consumers with the same
benefit of beautiful skin and aspiration to look and feel beautiful.

Achievements
Lux is the largest skin cleansing brand in the country, expressing a value share of 41% in 2011.
In fact Lux in Bangladesh has the highest market share in the Unilever world. During the course
of a year, more than nine in every ten Bangladeshi consumers enjoy the luxurious bathing
pleasure of Lux. This strong association with consumers has led to Lux becoming one of the
most trusted & respected brands in the country. Amidst strong competition from all beauty soaps,
Lux has retained its leadership through strong differentiation and consistently sharp positioning
on beauty & stardom. No soap brand could claim to be more aspirational for the Bangladeshi
consumers than Lux - 'the beauty soap of super stars. For last one decade Lux has continuously
grown its market share with continuous new news through innovation and communication. In the
the space of 2011 to 2013, Lux had gained 10% more market share. The major growth driver for
Lux has been the superior products with nationwide distribution covering all price segments and
world class communication around the core proposition of beauty.
LUX has been ranked as the Best Toilet Soap Brand in Best Brand Award Bangladesh 2015. The
brand has also been recognized as the most consistent brand as it successfully held the 6th
position in Overall Top 10 Brands for three consecutive years.

Promotion and Social Responsibility:

Lux campaigns have wooed millions of hearts over the decades. Popularly known as the beauty
soap of film stars, Lux has been an intimate partner of the brightest stars on the silver screen for
decades. Anode to their beauty, an announcer of their stardom, advertising campaigns on Lux
have featured film stars across the nation, promising their beauty to ordinary women. In
Bangladesh, almost all of the beautiful faces in media from different generations have been
associated with Lux over the years. To name a few are Doyel, Champa, Suborna Mustafa, Nipa,
ShakilaZafar, Bipasha Hayat, Afsana Mimi, Shomi Kaiser,Mou, Kushum Shikder and Aupi
Karim. However, this star depended communication was slowly seen to be losing relevance, as
consumers were beginning to question if the film stars actually used the brand. Thus, for the first
time the film star was used as a communication device and not as the main feature of the ad.
With the new communication strategy, the film star is used purely as a communication device to
portray star quality in every Lux user. The idea - bring out the star in you - puts the consumer at
the heart of the brand's promise. This promise grows beyond the functional deliverables of soap,
beyond bathing and the bathroom to the world outside. It's a world where with Lux on her side

an ordinary woman can impact her world wither own star quality. This is a successful attempt to
bring the brand closer to its users and to give a more youthful and contemporary image.

Lux Channel i Super Star is a reality TV talent hunting partnership with Channel i. The talent
hunt is the search for the next Super Star - someone who is vivacious, smart, confident and
definitely beautiful to represent Lux. The show emerged from another iconic activation "Lux
Anondodhara Miss Photogenic Bangladesh" which ran successfully from1997 to 2003. Lux
Channel i Super Star was first launched in 2004 with the promise of exclusive training, Super
Star lifestyle and stunning career break in media for the winners. This show became bigger and
better over the years and became a platform that transformed many ordinary girls into superstars.
Over the years, Lux has created a galaxy of superstars through this activation e.g. Shanu,
Momo,Bindu, Badhon, Mim, Mehzabien & so on and has become a global benchmark for brand
building in Unilever world.

Over the years Lux has been challenged with the need to strengthen the brand's performance in
rural areas by taking the brand to the bottom of the pyramid and to conservative consumers with
appropriate vehicle. To overcome this challenge, Lux has been carrying out rural activationtaking Lux directly to the doorstep of media-dark rural consumers. This rural activation is
designed around the new Lux philosophy and was rolled out in the form of "Lux Mato Ruper
Rong e" or "Play with Beauty". The activation goes on in three phases i.e. household & school
visit by brand promoters, Lux superstars' visit to rural household and prize giving ceremony on
writing contest - one after another to ensure participation by the consumers, trade and local
media.