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The Enduring Allure of Lux: Soap of Superstars

About LUX

Lux, the renowned beauty soap from Unilever, launched in 1925, has solidified its reputation as the “soap of the stars” both in India and globally. As the first mass-market toilet soap in the world, Lux has consistently captured the spotlight by adeptly adapting to changing consumer needs and maintaining an aspirational brand positioning. Known for its premium yet accessible nature, Lux has skilfully marketed itself as a luxurious product within reach of the common man, contributing to its widespread popularity.

Lux’s endorsement journey is marked by a star-studded lineup spanning several decades:

1950s: Madhubala, a legendary Bollywood actress, became one of the earliest faces of Lux.

1960s-70s: Wahida Rehman, Saira Banu, Parveen Babi, and Simi Grewal, iconic actresses of their time, graced Lux advertisements.

1980s: The brand featured Hema Malini, Zeenat Aman, Poonam Dhillon, and Rati Agnihotri, further solidifying its glamorous image.

1990s: Juhi Chawla, Madhuri Dixit, Sridevi, and Karisma Kapoor, leading actresses of the era, endorsed Lux, appealing to a new generation of consumers.

2000s-present: The tradition continued with Rani Mukherji, Kareena Kapoor, Aishwarya Rai, Priyanka Chopra, Deepika Padukone, and Alia Bhatt, ensuring Lux’s enduring appeal.

In a unique move, Lux roped in its only male brand ambassador, Shah Rukh Khan, during its 75th anniversary celebration. Since then, the “Badshah of Bollywood” has been a consistent presence, hosting and participating in the Lux Golden Rose Awards, which celebrate women achievers.

Lux’s brand proposition has remained steadfast over the years, pushing boundaries and encouraging women to rise above societal judgments and express themselves confidently. The Lux soap advertising journey has redefined celebrity endorsements, making it synonymous with glamour and stardom.

Ninety years down the line, by 2020, Lux continued to innovate while keeping its core offering alive. Its advertising strategy, characterized by high-profile celebrity endorsements, has set a benchmark in the industry, demonstrating the power of consistent brand messaging and evolution.

Marketing Mix “4Ps” of LUX:

  1. Product: Lux offers a range of beauty products including soaps, shower gels, and hair conditioners in various sizes and fragrances. It targets the middle-class segment, promoting itself as a brand enhancing beauty.
  2. Price: Lux adopts competitive pricing, ranging from Rs 5 to Rs 40, making it affordable for a wide audience. This strategy helps maintain its market leadership.
  3. Place: With a strong distribution network of over 1.3 million outlets in India and availability in 100 countries, Lux products are widely accessible, including online.
  4. Promotion: Lux uses extensive marketing campaigns, including TV ads, print media, and celebrity endorsements. The brand employs innovative promotional strategies, such as cartoon ads and online games, to engage consumers and reinforce its image as a beauty soap used by celebrities.