Lux soap was introduced in America in 1925 by Lever Brothers and was advertised as comparable to French soap but more affordable. By 1928 it had a national marketing campaign and endorsements from 414 Hollywood actresses. The document then discusses the product lifecycle stages - introduction, growth, maturity, and decline. It provides details about Lux's performance and marketing strategies in each stage. In the introduction stage, it only had one competitor. In growth it expanded markets. In maturity it launched new product lines and remains through creative strategies. In decline it faced issues like currency fluctuations, slowdowns, and competition. Currently Lux is a market leader in several countries.

1. LUX- HISTORY AND LIFE CYCLE STAGES
APARNA PRAVEEN
S2 MBA
[ MACFAST]
KERALA,INDIA
WWW.MACFAST.ORG

2. ORIGIN AND HISTORY
Lux Soap was introduced to America in 1925 by the Lever
Brothers. It was a white soap packaged in pastel colors designed
to be comparable to the finer French soaps, but more
affordable. Once Lux Soap began its national campaign in 1926, it
was also advertised for men and children. The Thompson agency
then began a campaign in 1928 to get endorsements from
Hollywood actresses, by sending 425 actresses cases of Lux
Soap. It received 414 endorsements in return, leading them to
claim that 9 out of 10 stars in Hollywood use Lux Soap.

3. INTRODUCTION TO PRODUCT LIFE CYCLE
• The course of a products sales and profits over its lifetime is
called the product life cycle. • PLC shows the stages that
products go through from development to withdrawal from the
market.
• Product Life Cycle (PLC): – Each product may have a different
life cycle. – PLC determines revenue earned. – Contributes to
strategic marketing planning – To identify when a product needs
support, redesign, renovating , withdrawal, etc.

4. INTRODUCTION STAGE
• Lux launched worlds first
beauty soap in 1924
• At that time there were only
one competitor that is its
own brand lifebuoy
• Later in the initial stage it was
introduced in Calcutta,
Mumbai etc.

5. STAGES OF LIFE CYCLE

6. GROWTH STAGE
• In the growth stage, their sales
rapidly started rising. • They have
expanded their market to the other cities of
INDIA. • MARKETING OBJECTIVES = The
marketing objectives of the Lux were to expand
their market to the other cities of INDIA. •
Another objective was to maximize more market
share. • In the growth stage, company had the
following MARKETING STRATEGIES : • Product
= In the growth stage, the company had offered
the same product in the market.

7. MATURITY STAGE
At present LUX is selling over 100 countries and market leader in various
countries including Arabia, Brazil, India. In the early 1990s, LUX
responded to the growing trend away from traditional soap bars by
launching its own range of shower gels, liquid soaps and moisturizing
bars. LUX beauty facial wash, LUX beauty bath and LUX beauty shower
were launched in 1992.In 2004, the entire LUX range was re-launched in
the UK to include five shower gels, three bath products and two new soap
bars. In the year of 2005, saw LUX Orchid Touch the launch of three
exciting new variants with dreamy names such as “Wine &Roses” bath
cream, “Glowing Touch” and “Sparkling Morning” shower gels. LUX is
still in the maturity stage as result of creative marketing strategy with the
changing time and trends in market

8. .
DECLINE STAGE
The major reasons for its decline are given as follows :
• Currency fluctuations : Unilever products are in over 100 countries worldwide, As a result, it is exposed to
adverse currency fluctuations.
• For instance, in 2004, a 5.9% decline in turnover was primarily due to a 4% appreciation in the average
Euro exchange rate.
• SLOWDOWN : In year 2008 - 09 due to hard economic conditions in INDIA and other countries the sales
were highly affected as the consumer started looking for some alternate products with a cheaper price than
Lux.
• Competition : Lux has been facing competition from HUL itself (Lifebuoy) & from other companies like:- •
Godrej Consumer Products : GCPL, India’s second largest soap maker with 9.2% market share.
• With leading brands such as CINTHOL, FAIRGLOW & NIKHAR.
• Fairglow brand, India's first Fairness soap, has created marketing history as one of the most successful
innovations

9. PRESENT SITUATION OF LUX
a) In today lux has became the market leader in
many of the countries like UAE ,Brazil, India,
Thailand and South Africa
b) LUX has the 5th largest consumer reach in Asia
which is way ahead of their competitor Dove
c) Also the strong positioning ,marketing
strategies helped LUX to maintain its Position
at the top respectively.

10. THANK YOU !