Lux - A success story. Dreaming for bright career is the first priority of a young student and rightly so; you have taken a right decision to do MBA but you are expected to know and understand or at least have some idea of Brands. Lux beauty soap is a brand of Unilever and is among the most popular soaps globally.
The ranges of products that fall under the brand Lux include beauty soaps, shower gels, hair shampoos and conditioner and other bath additives. Lux was launched in , it became the first mass market toilet soap in the world. Lux has the 5th highest number of Consumer Reach Points in Asia which is way ahead of its competitor soap, Dove. The brand has managed to sustain and be ahead of its competitors by reinventing its product time to time with changing consumer needs.
Also the strong positioning, marketing and advertising has helped Lux to maintain its position at the top. The soap has managed to get a glamorous feel attached to it as the company roped in superstars to endorse their product and make it premium soap even though it is not so expensive. Surf Excel launches campaign to protect environment. OP-ED: In the time of work from home and heightened domestic violence, what can an employer do to create safe. Unilever Bangladesh to bring a mouthwash that kills coronavirus within 30 seconds.
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Abrar murder case verdict on November 28 Bangladesh. While associating itself with the movie stars, Hindustan Lever Unilever sold stardom along with the soap. It made people believe that the Lux soap is the secret behind the beautiful faces of the Hindi film industry and if they start using it, they too can obtain similar beauty standards.
The sepia-toned images transformed into colored audiovisual advertising overtime where the actress appeared as the glamour girl clad in the latest fashion suits with trendy hairstyles. The commercial portraits often reflected the styling that was in tandem with the movie characters and adapted to their personality. During this era, Lux also launched campaigns featuring interviews up close and personal with stars, where the magazines and newspapers featured beauty secrets of vintage Bollywood heroines like Madhubala, Praveen Babi, Zeenat Aman, and more.
The series of print ads had stars talking about preserving youthful skin. In order to reinvent itself with time and stay relevant amidst competition from brands like Pears and Nirma, Lux underwent rebranding often by changing its color and packaging. The five principal colors used for Lux in were pink, white, blue, green, and yellow. Apart from keeping its pricing and consumer learnings at fore, Lux also introduced variants to offer everything under one roof — ranging from almond, saffron, oil and honey glow, sandalwood, rose, international, chocolate, crystal shine, purple lotus and cream, peach and cream, strawberry and cream.
Lux expanded its operations in over countries with a turnover of 1. A multitude of stars were featured in the world of Lux advertisements wherein the company bet big on bankable and even small-time actresses to boost the star charisma in its brand purpose. Deals were sealed with high-end magazines like Femina, Star, and Style, and leading heroines were cast to model for the brand. It has also been pioneered as one of the first products to be advertised using women as brand ambassadors.
The advertising was so specific that soon Lux became synonymous with the glamorous lifestyle of the film stars. The communication pattern always appeared premium and luxurious, but the price point was always common man-centric, helping the brand popularize among the masses. Earlier a product known for its domestic utility, Lux has moved on to skincare and beauty products as part of its present brand image.
With taglines like Not Just Soap Its Skin Care; Ab khubsuriti se darr kaisa; Lux sought to bring out the star in you and stood for the promise of beauty and glamour. There came a time, during the s when every brand looked for celebrity endorsements and roped in known faces. Every other big star was seen promoting an airline, selling soap, biscuits, perfumes, watches, detergents et al. Lux had to rethink its advertising. The brand concluded that the storyline had to be twisted from just celebrities vouching for it to a message that can delve into the person behind the stars.
The objective was to perceive the brand as more fun and warm portraying the husband-wife romance as an aspiration for Lux consumers.
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