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Analysis of Lux electronic
       advertising
        Presented by
          Monu Jain
        Rolly Agrawal
       Pranay Bhansali
INTRODUCTION
• Lux soap was launched in Indian in 1930
• Popularly known as `the beauty soap of film
  stars’, Lux has been a favorite with generations
  of users for the experience of
  sensuous, luxurious bathing. The brand
  name, Lux, has been taken from the
  word, `luxury
INTRODUCTION
• Lux is the largest personal wash brand in the
  country
• Lux has retained its leadership status by
  strongly differentiating itself
• No soap brand can claim to be more
  aspirational for the Indian consumer than Lux
  - `the beauty soap of film stars’.
INTRODUCTION
• Lux was launched in india in 1930
• Lux stands for promise of beauty and glamour
  as one of the indias most trusted personal
  care brands
• Lux is a largest personal wash brand in the
  country with a value share of 15%
• Three in every five indian consumer enjoy the
  luxurious bathing pleasure of lux during
  during the course of a year
INTRODUCTION
• Lux has offered a range of soaps in different
  colours and fragrances.
• The benefit offered by all was the same –
  beautiful skin.
• Its world-class fragrances and nourishing
  ingredients have made a strong product
  differentiation for Lux, making the Lux bath a
  pleasurable experience.
advertising
• Since the 1930s, over 400 of the world’s most
  stunning and sensuous women have been
  proudly associated with Lux advertisements
• From the very first advertisement in 1929
  featuring Leela Chitnis, the gorgeous faces of
  the silver screen have come out in the open
  with their beauty secret – Lux
advertising
• BOLLYWOOD FILMSTARS PROMOTES ITS
  BEAUTY SOAP

• HAR STAR LUCKY STAR OFFER

• LUX CELEBRATING RANGE
advertising
• CHOCOLATE SEDUCTION by kareena

• AROMATIC GLOW

• LUX WHITE STA BODY WASH

• SHAH RUKH KHAN: FIRST INDIAN MALE
  BRAND AMBASSADER
advertising
• PENETRATE IN RURAL SEGMENT

• INCREASE IN MARKET SHARE

• TRAP THE UNTRAPPED CATEGORY
Featuring stars
• With top movie stars –
  – from Madhubala to Madhuri, from Babita to
    Karishma and Kareena, interspaced with leading
    film starsHema Malini, Juhi Chawla and Sreedevi –
    having endorsed the goodness of Lux over
    generations
• From the beginning, Lux, by using a leading
  film star of the time, has fulfilled the
  consumers’ aspirations of using beauty via
  the rationale, `if it’s good enough for a film
  star, it’s good for me.’
• The global brand team for Lux developed a
  new communication strategy. This strategy –
  bring out the star in you – for the first time
  moved the brand away from the long-running
  film star route.

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Lux

  • 1. Analysis of Lux electronic advertising Presented by Monu Jain Rolly Agrawal Pranay Bhansali
  • 2. INTRODUCTION • Lux soap was launched in Indian in 1930 • Popularly known as `the beauty soap of film stars’, Lux has been a favorite with generations of users for the experience of sensuous, luxurious bathing. The brand name, Lux, has been taken from the word, `luxury
  • 3. INTRODUCTION • Lux is the largest personal wash brand in the country • Lux has retained its leadership status by strongly differentiating itself • No soap brand can claim to be more aspirational for the Indian consumer than Lux - `the beauty soap of film stars’.
  • 4. INTRODUCTION • Lux was launched in india in 1930 • Lux stands for promise of beauty and glamour as one of the indias most trusted personal care brands • Lux is a largest personal wash brand in the country with a value share of 15% • Three in every five indian consumer enjoy the luxurious bathing pleasure of lux during during the course of a year
  • 5. INTRODUCTION • Lux has offered a range of soaps in different colours and fragrances. • The benefit offered by all was the same – beautiful skin. • Its world-class fragrances and nourishing ingredients have made a strong product differentiation for Lux, making the Lux bath a pleasurable experience.
  • 6. advertising • Since the 1930s, over 400 of the world’s most stunning and sensuous women have been proudly associated with Lux advertisements • From the very first advertisement in 1929 featuring Leela Chitnis, the gorgeous faces of the silver screen have come out in the open with their beauty secret – Lux
  • 7. advertising • BOLLYWOOD FILMSTARS PROMOTES ITS BEAUTY SOAP • HAR STAR LUCKY STAR OFFER • LUX CELEBRATING RANGE
  • 8. advertising • CHOCOLATE SEDUCTION by kareena • AROMATIC GLOW • LUX WHITE STA BODY WASH • SHAH RUKH KHAN: FIRST INDIAN MALE BRAND AMBASSADER
  • 9. advertising • PENETRATE IN RURAL SEGMENT • INCREASE IN MARKET SHARE • TRAP THE UNTRAPPED CATEGORY
  • 10. Featuring stars • With top movie stars – – from Madhubala to Madhuri, from Babita to Karishma and Kareena, interspaced with leading film starsHema Malini, Juhi Chawla and Sreedevi – having endorsed the goodness of Lux over generations
  • 11. • From the beginning, Lux, by using a leading film star of the time, has fulfilled the consumers’ aspirations of using beauty via the rationale, `if it’s good enough for a film star, it’s good for me.’
  • 12. • The global brand team for Lux developed a new communication strategy. This strategy – bring out the star in you – for the first time moved the brand away from the long-running film star route.