Lux is a personal care brand owned by Unilever that was founded in 1899 in the UK. It is headquartered in Singapore and operates in over 100 countries. Lux was launched in India in 1929 with actress Leela Chitnis in its first advertisement. It expanded into skincare and beauty products in the 1990s. Lux uses celebrity endorsements and innovative marketing techniques like Lux Holi colors, liquid soap art, and a soap dress to promote brand awareness and engagement. Actresses like Madhubala, Hema Malini, and current brand ambassador Alia Bhatt have represented Lux over the years.

1. Neenu Pappachan

2. Lux is associated with FMCG industry and deals in the personal
healthcare segment. It is a subsidiary brand of its parent company
Unilever and was founded in the year 1899 by Lever Brothers. Lux
was established as a domestic brand in the United Kingdom in 1899.
Initially known as “Sunlight Flakes” laundry soap.

3. Lux is an international brand with its
headquarters base at Singapore.
• Available in more than one hundred
countries of the world
• Huge market share in countries like
South Africa, Thailand, Brazil,
Bangladesh, Pakistan and India
• International market includes
United Kingdom, Japan, China,
United States and Argentina.

4. Lux was launched in India, in 1929. The
very first Lux advertisement featured
actor Leela Chitnis. Its popular slogan
was ‘the beauty soap of film stars’.

5. Lux launched its own range of luxury
soaps, shower gels, liquid soaps and
moisturizing bars in the 1990s.
• First brand products to be advertised
using women as brand ambassadors.
• Product known for its domestic utility
then moved on to skincare and beauty
products.

6. • During early years it used print media and
advertised via magazines like Ladies Home
Journal to gain brand visibility.
• Currently Lux brand advertisers through several
mediums like television, newspapers,
magazines, billboards and social media
platforms including Facebook, Twitter and
Blogs.

7. • It also sponsors events and functions
like Lux Zee Cine Awards and Lux
Dance India Dance.
• Lux believes in celebrity endorsements
and has always used them to promote its
products in the consumer market for
gaining maximum coverage.

8. • Lifebuoy
• Vivel
• Johnson & Johnson
• Godrej
• Wipro
• Colgate-Palmolive
Competitors

9. • Alia Bhatt is the current brand ambassador
of lux.
• Lux included male models like Shahrukh
khan, Abhishek Bachchan in its ad
campaigns.

10. CELEBRATING 75 years of the Lux
brand, Hindustan Lever has decided to
break away from tradition. It has
changed the feminine face of its second
largest selling soap brand to show
reigning superstar Shah Rukh Khan
sitting in a tub of petals along with
actresses of yesteryear who have
already featured as Lux models.
First male brand ambassador

11. LUX Celebrities

12. Leela Chitnis BabitaJayaprada

13. VidyaZairaPadmini

14. Madhubala WahidaPrema Narayan

15. Chand AshaNanda

16. Kalpana Hema MaliniMala

17. Meenakshi ShabanaSri Devi

18. Sadhna Renuka RoySaira

19. Zaheeda TabuZeenat

20. Rekha RatiPoonam

21. Teen Deviyan TanujaSushmita Sen

22. HelenKajolSheila Raman

23. Malasinha MadhuriMeena kumari

24. Aiswarya Rai

25. Priyanka Chopra

26. Deepika Padukone

27. Katrina Kaif

28. Kareena Kapoor

29. Alia Bhatt

30. Ad Agency
J Walter Thompson

31. Product life cycle
LUX is in the maturity stage.

32. Innovative marketing techniques by LUX

33. LUX Holi colours
LUX Holi colours was a
innovative marketing strategy
introduced by LUX. They turn
LUX soap into LUX holi
colours which can be washed
out easily from our body.

34. LUX liquid soap art
Lux is now made with fine
fragrances. Fragrances evoke
feelings and emotions. Art is the
most powerful way to express
feelings. Famous Spanish artist,
Gabriel Moreno, creates the world’s
first liquid soap painting at the
global launch event in front of a live
audience.

35. LUX magic shower
LUX "Magic Spell" shower gel, which
targeted spas and gyms, ladies shower
rooms were decorated with stickers that
reacted to water. Whist showering the white
ink disappeared to reveal trails of purple
orchids. When the walls and floors dried
the ink returned to white, ready to surprise
the next user.

36. LUX soap dress
Lux has partnered with established and
international fashion designer, Abed
Mahfouz, to showcase the first ever soap
dress in the world. The idea of creating
the first ever soap dress was stimulated
by the strong fragrance that is found in
all Lux products. Special soap paper was
sourced from India and infused with the
Lux fragrance to create the first ever
soap dress inspired by Lux.

37. LUX dream soap box
Lux created a dream soap box
focusing mainly on the people
who can’t have luxurious bath
similar to LUX advertisements.
LUX dream soap box gives a
luxurious feeling to bathrooms.

38. Thank You