Lux soap was founded in 1899 and launched toilet soap versions in the 1920s. It has since expanded its product line. While Lux lacks unisex appeal and has a high wear rate, its strengths include a wide range of products, strong market research, and delivering value. Historically, Lux used celebrity endorsements in its advertising but has since shifted to portraying regular women in ads to seem more contemporary. Lux engages in various promotional activities like limited edition soaps, contests offering prizes like gold bars and meetings with celebrities, and sponsoring awards shows. Its target audience is urban and sub-urban middle class individuals.

1. By:
Neha Shetty
Manisha Tripathi
Shibani Mujherjee
Bhavini Dabgar
Pooja Majithia

2. WEAKNESS STRENGTHS
1. Lux lacks unisex appeal,
stresses on feminine appeal
more.
2. Wear rate is very high, gets
easily dissolved.
3. There is a shortage of stocks
despite having large
distribution network in towns
and rural areas.
4. As it contains harmful fillers,
it cannot provide complete
moisturization.
1. Lux has very wide range of
products to offer.
2. Lux possesses a very strong
network of market research.
Eg: Surveying and collecting
sample annually.
3. The brand is known to
deliver value for money in
the eyes of consumers.
4. It is a dynamic brand which
innovates according to
changing trends.

3. History of Lux
Beauty Soaps
 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 has included many leading actors in its endorsement and has set up a
benchmark for competition in the market. Today it is manufactured in
more than 71 locations, has more than 2000 suppliers and associates for
providing raw materials.
 Key markets of Lux are in India, Pakistan, China, Brazil, U.S.A,
Bangladesh, South Africa and Thailand.

4. Early Beginnings and Building the
Beauty Brand
Lux’s 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 toilet soap.
Introduced in the United
States in 1924, Lux
became the world’s first
mass market toilet soap
with the tagline “made
as fine as French Soap”.

5. Change in communication strategy
 Lux was slowly seeming to lose relevance as
consumers were beginning to question whether
film stars actually used it. In addition, many
other competitive soap brands had begun
advertisement using similar methods of
communication. In this context the global brand
team for Lux developed a new communication
strategy. This new strategy had a tagline "Bring
out the star in you".
 This was the first time that a brand moved away
from the long running film star route but rather
it focused on a regular girl and structured the
ad on her.
 Even stars were now portrayed as normal people.
This can be seen in T.V commercial of “Lux
Crystal Shine” where Priyanka Chopra was
portrayed as a normal woman which gave more
youthful and contemporary image.

6. PR Activities
Press relations:
It has been maintaining constant
communication with its customers and
potential customers informing them
of various developments taking place
in the brand by using press relations.
Events:
• Lux celebrated 75 years of
existence in Indian market in a grand
way by unveiling Shahrukh Khan as
their latest brand ambassador.
• Kareena Kapoor, Juhi Chawla,
Hema malini & Sridevi graced the
event as they all endorsed in the
past. The event was held at Grand
Intercontinental n Mumbai.
•In 2002, Pakistan created Lux
Style Awards in addition to
celebrate Pakistani Film Industry.
 Limited edition:
Chocolate seduction, Aromatic
glow, Festive glow and Haute pink
were soaps introduced in the market
for a limited time.

7.  Lux presented 30 grams gold to the
first 3 winners of the Lux “Gold Star”
offer. In context to the promotional
offer that Lux unveiled on October
2000, a customer finding 22 carat
gold coin on his on her soap would
win an opportunity of 30 grams
additional gold.
 In Lux “Star Bano, Aish Karo” contest
all one needed to do was to buy a
special promotional pack of Lux soap
with a scratch card and 50 lucky
winners got to meet Aishwarya Rai. It
also gave gift vouchers worth 50000
at Shoppers Stop along with a Neeta
Lulla saree, a makeover from Michelle
Tung and a one day residence with a
dinner date with Aishwarya Rai
herself.

8. Target Audience
Lux is not a highly expensive product. That is why the
company targets urban and sub urban middle class and
middle class people who are the second highest
population of segment of the country.