LUX

 

Marketing Strategies Of Lux Brand

“Not just soap. It’s skin care”

Company- Lux
Founder – Lever Brothers, now known as Unilever

The name ‘Lux’ is synonymous with toilet soap in many countries of the world. In fact, it is the leading soap brand in countries such as India, Pakistan, Thailand, South Africa and Brazil to name a few. In 1925, it became the first toilet soap to be successfully mass-marketed in the world.

The current product bouquet also includes shower gel, hair shampoos and conditioners, bath additives and is sold in over 100 countries in the world. The brand was first developed by the Lever Brothers, currently known as Unilever, in the year of 1899 in the United States of America. 

Lux – The Beginning 

Lux was initially named as “Sunlight Flakes” in 1899 and sold as laundry detergent. The name was changed to Lux in 1900 which meant ‘light’ in Latin and was associated with the word ‘luxury’. The early advertisements were launched to highlight its credentials as a fine laundry product and it appeared as such in magazines such as The Ladies Home Journal in the 1920s.

The Lever Brothers held a contest in 1924 among the consumers and were surprised to find out that Lux was also used as a cosmetic and toilet soap by the ladies. In 1925, Lux was re-launched as a beauty soap in the mass consumer market with the tagline “made as fine as French soap”. In its first few years, the focus was on endorsing its beauty-enhancing qualities and affordable price.

Marketing Campaigns And Strategies

The success story of Lux’s worldwide success as a brand can be attributed to the vision its manufacturers and the tireless efforts of its associated advertising agencies. The pioneering idea of positioning the brand as the primary choice of movie stars since its launch has worked wonders towards popularizing it all over the globe.

Made as Fine as French Soap – The First Tagline

This tagline put Lux on its way towards worldwide fame. The good thing about it was it was actually made by following French methods instead of just an advertising gimmick.

The Beauty Soap of Film Stars

Lux diligently worked towards building its brand value in the next few decades by its close association with the movie industry. Such was the success of its various advertising campaigns during the times that it came to be known as the preferred choice of the glamour industry.

Lux Brings Out the Star in You

The 1990s and early 2000s saw a further broadening of the brand’s advertising philosophy. Consumers were encouraged to romanticize the notion that they are no less than stars in their own life. Lux users were positioned as both beautiful and confident in their daily lives.

Play with Beauty

In tune with the public emotion during mid-2000s, Lux put forward the philosophy of actively beautiful people. The users were emboldened through advertisements to be vivacious and comfortable with their beauty, which brings out the best in them.

Conclusion 

To conclude, the Lux brand, currently owned by Unilever, is a true success story behind which there are decades of sustained and tireless effort. Currently, it is spread in over 100 countries with more than 1.2 billion dollars revenue earnings. It is the market leader in soap category in many countries like India, Pakistan and Brazil, it is always innovative with its product advertisements and continues to offer quality products with its association of over 2000 suppliers and manufactures from all over the world.