Lux (soap)

Lux Print ads – Early 20s

The brand was founded by the firm Lever Brothers, now known as Unilever, in 1899.[2] The name changed from "Sunlight Flakes" to "Lux" in 1900.”

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 beginnings

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.

Introduced in the United States in 1924, Lux was sold with the taglines Made as fine as French Soap.

Made with a manufacturing method created in France, the first Lux toilet soap was sold for 10 cents a bar.

Lux 9 out of 10 stars use Lux

LUX was launched in the UK, India, Argentina, and Thailand. The brand concentrated on building its association with movie stars and their use of the product.

In 1931, Lux launched a I am over 31 campaign, which focused on older stars. The series of print ads had stars talking about preserving youthful skin in jars.

Lux Romancing the consumer, Deanna Durbin

Lux used actresses as spokesmodels, including Ronald Reagan, Deanna Durbin and Deborah Kerr.

Lux Romancing the brand

Brand spokeswomen included Sandra Dee, Diana Rigg, Samantha Eggar, Audrey Hepburn, Cyd Charisse, Debbie Reynolds, Kim Novak, Doris Day, and Barbara Rush.

The brand also moved forward with launching LUX in the Middle East.

Reflecting the shift in beauty trends in the 1970s, Lux stars included: Brigitte Bardot and Natalie Wood.

Lux was launched in China at this time. Sophia Loren, Raquel Welch, and Cheryl Ladd were some celebrities used during this era.

In 1941 Leela Chitnis became the first Indian film star to endorse Lux soap brand.

In India, later Bollywood actresses, such as Madhubala Sharmila Tagore, Tim Conway, Hema Malini, Parveen Babi, Sridevi, Shahrukh khan, Madhuri Dixit, Rani Mukerji, Aishwarya Rai, Katrina Kaif, Amisha Patel, Kareena Kapoor, kajal aggarwal Asin, Deepika Padukone and Alia Bhatt have endorsed Lux soap.

In the 1990s, Lux used stars such as, Brazil's Malu Mader and Debora Bloch.

This period launched product brand extensions with shower creams and gels, and Lux Super Rich Shampoo in Japan and China.

In 2002, Pakistan created the Lux Style Awards to celebrate the Pakistani film industry.

In 2005, Lux partnered with actress Aishwarya Rai.

Since 2008, Lux has used the slogan “Declare your beauty.”

Lux products are manufactured at 71 locations with more than 2000 suppliers and associates providing the raw materials. It is marketed in Brazil, Pakistan, China, Bangladesh, and South Africa, and sells soap bars in India, Pakistan, Brazil, Saudi Arabia, Bangladesh, Thailand, and Vietnam.

In Indonesia, Lux used Maudy Ayunda as a spokesmodel. Lux sponsored an award show "Lux Sound of Women" about female musicians.

In India, Lux celebrates women with an annual "Golden Rose Awards" which joins together the female cinematic actresses in Bollywood.