INTERODUCTION OF

LUX

Lux stands for the promise of beauty and glamour as one of India's most
trusted personal care brands. Since its launch in India in the year 1929,
Lux has offered a range of soaps in different colors and world class
fragrances. Lux is a beauty soap of film stars. Lux soap
was
firstl a u n c h e d i n 1 9 1 6 a s l a u n d r y s o a p t a r g e t e d s p e c i f i c
a l l y a t ' d e l i c a t e s ' . L e v e r B r o t h e r s encouraged women to
home launder their clothes without fear of satins and silks being turned
yellow by harshly that were often used in soaps at the time. The
flake-type soap allowed the manufacturer some leeway from lye
because it did not need to be shaped into traditional cake-shaped
loaves as other soaps were. The result was a gentler soap that
dissolved more readily and was advertised as suitable for home
laundry use. Lux toilet soap was introduced in 1925 as bathroom
soap. The name 'Lux' was chosen as a play on the word "luxury."
Lux has been marketed in several forms, including bar and flake
and liquid (hand wash, shower gel and cream bath soap). Lux in step
with the changing trends and evolving beauty needs of the
consumers, offers an exciting range of soaps and Body
Washes with unique elements to make bathing time more pleasurable.
One can choose from
arange of skincare benefits like firming, fairne ss and moist
urizing. From the 1930s right through to the 1970s, Lux soap
colors and packaging were altered several times to reflect fashion
trends. In 1958 five colors made up the range: pink, white, blue,
green and yellow. People enjoyed matching their soap with their
bathroom colors .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. 2005
saw the launch of three exciting new variants with dreamy
names such as Wine & Roses
bath cream, Glowing Touch and Sparkling . Morning
shower gels.

HISTORY
Lux soap was first launched in the UK in 1899 as a fla
k e d v e r s i o n o f S u n l i g h t s o a p . Subsequently it was
launched in the US in 1916, and ma rketed as laundry soap
targeted.
specifically at 'delicates'. Lever Brothers encouraged women to
home launder their clothes without fear of satins and silks being
turned yellow by harsh lye that were often used in soaps at the time.
The flake-type soap allowed the manufacturer some leeway from
lye because it did not need to be shaped into traditional cake-shaped
loaves as other soaps were. The result was a gentle r soap tha t
dissolved more readily and was advertised as suitable for
home laundry use Lux is currently a product of Unilever. The name
"Lux" was chosen as the Latin word for "light" and because it
was suggestive of "luxury." Lux soap was introduced
as bathroom soap in the US in 1925 and in the UK in 1928 as a
brand extension of Lux soap flakes. Subsequently Lux soap has
been marketed in several forms, including hand wash, shower gel
and cream bath soap. Lux soap was launched in India in 1929. The very
first advertisement in 1929 featured Leela, Chitn is as its brand
ambassador. It was branded in India as "the beauty soap of film stars'. As
of June 2009 Lux is sold in over 100 countries.

PORTFOLIO OF

LUX

These are the the lux product :Lux soap:- lux international, lux magical spell, lux
soft touch ,lux white impress,lux valvet touch, lux aqua
sparkle

LUX SHAMPOO:-

LUX DAMAGE REPAIR, LUX SLIKY

SHINE SHAMPOO,LUXSOFT LUXURY,LUX UPLIFTING
FIRM,LUX WHITE GLAMOUR,LUX SILK NOURISHMENT ETC

LUX BODY WASH:-

lux strawberry &cream,

LUX FRAGRANCE:- Lux sheer twilight, lux

magical spell

ADVERTISEMENT OF
LUX
In the Beginnings:-

Luxs early advertising campaigns aimed to educate users about

its credentials as a laundry product and appeared in magazines
such as Ladies Home Journal. By the early 1920s, it was a hugely
successful brand and in 1924, the Lever Brothers conducted a
contest that led them to a very interesting finding: women were
using Lux as pud soaps.

Building beauty soap credentials:-

Introduced in the United States in 1924, Lux became the worlds

first mass market toilet soap with the tagline made as fine as
French Soap. In the first two years of launch, Lux concentrated
on building its beauty soap credentials. Advertisements offered

consumers a beauty soap made in the French method at an

affordable price, with the promise of smooth skin.
Made with fine-texture, rich in fragrance, and manufactured using
a method created in France, the first Lux toilet soap was sold for
10 cents a piece.

19281940:-

This era saw key launches of LUX in the UK, India, Argentina and
Thailand. The brand concentrated on building its association with
the increasingly popular movie world, focusing more on movie
stars and their roles rather than on the product. In 1929,
advertising featured 26 of the biggest female stars of the day,
creating a huge impact among the movie-loving target audience.
This was followed by Hollywood directors talking about the
importance of smooth and youthful skin. This pioneered the trend
of celebrity product endorsements.
In 1931, Lux launched a campaign with older stars, I am over
31. The series of print ads had stars talking about preserving

youthful skin. Lux also launched campaigns featuring interviews

with stars and close-ups of stars, bringing to life the 9 out of 10
idea

1940s & 50s: Romancing the consumer:-

Using movie star as role models, Luxs strategy was to build

relevance by looking at beauty through the consumers eyes.

While still retaining the star element, the focus shifted to the
consumer and the role of the brand in her life.
Advertising commercials showed ordinary looking women with
direct references to leading ladies from the movies such
as Deanna Durbin and Deborah Kerr.

1960s: Romancing the brand:-

In the 1960s, advertising was shifted to product stories and the

romanticizing of brand through its sensorial & emotional
dimensions. This was the era of the film star feeling and the
Golden Lux, featuring stars such as Sandra Dee, Diana
Rigg andSamantha Eggar.

The bathing ritual, the fantasy element that has been the
imagery of Lux, was created in this era. The brand also moved
forward with launching LUX in the Middle East, entering a more
conservative market.

1970s: Dimensionalizing beauty:-

Reflecting the shift in beauty trends in the 1970s, the Lux stars
stepped down from their pedestals and were portrayed as multifaceted women with natural, wholesome beauty that the ordinary
consumer could relate and aspire to. The executions were more
of a day in the life of the stars with focus on their natural beauty.
Stars included Brigitte Bardotand Natalie Wood.

1980s: Owning the category space:-

Establishing itself as the beauty soap for stars and beautiful

women, the 1980s emphasized the importance of skin care the
first step to beauty. Lux was launched in China at this
time. Sophia Loren, Raquel Welch and Cheryl Ladd were some
famous celebrities used during this time.
In India, actresses such as Hema Malini, Parveen Babi, Madhuri
Dixit, Rani Mukerji and Aishwarya Rai have endorsed Lux soap.

1990s early 2000s: Advanced skin benefits:In the 1990s, Lux moved from generic beauty benefits to focus on
specific benefits and transformation. More emphasis on
functionality and variant associations with different skin types as
well as mention of ingredients. The communication was far more
regional specific and localized, using in Brazil stars like Malu
Mader and Debora Bloch.

This period launched product brand extensions Shower Cream

and Gels and Lux Super Rich Shampoo in Japan and China.

2000s: Beyond movie stars:In early 2000, the focus shifted from specific skin benefits to a
stronger emotional space. The brand provided the link between
the aspirational role models and real life with the campaign, Lux
brings out the star in you. The benefit was now more than just
beauty, it was also about the confidence that comes from beautiful
skin.

In 2005, Lux encouraged women to celebrate and indulge their

femininity with the Play with Beauty philosophy, with stars like
Aishwarya Rai. The brand also connected with consumers to take
a more active stance on beauty.

From 2008, building off the brands root strengths, focus has
shifted to beauty (vs. femininity), appealing to consumers
fantasies and aspirations. Lux believes that beauty is a female
instinct that shouldnt be denied and showcases the pleasure that
every woman enjoys from using her beauty, encapsulating that
idea in a simple phrase: Declare your beauty.

Today, Lux products are manufactured at 71 locations with more

than 2000 suppliers and associates providing the raw materials. It
has key markets in the developing countries like Brazil, Pakistan,
China, Bangladesh and South Africa, and is a market leader in for

soap bars in India, Pakistan, Brazil, Saudi Arabia, Bangladesh,

Thailand and Vietnam.
In the United States, Lux soap is branded as "Caress".

ADVERTISEMENT OF 2003

In this advertisment campaign says that if you use lux

soap then you feel like a star. This advertisement was
done by pakistani actress amna haq in 2003. This
advertisement give the message that if you use the lux
you feel like .

LUX ENDORSE TIME TO TIME

First lux advertisement came with leela chitnis. In this

advertisement they give the message that your skin will
be fresh and smooth if you use the lux soap.

The second advertisement came with kanan devi who

was the singer. In this advertisement the give the

message that Keeps your skin clear and lovely with lux
toilet soap

In this advertisement lux soap comeup with the various

colour. This advertisement done by the Wahida Rehman.

This advertisement dancing through Helens heart.In this

advertisement they give the message that the pure
mildness of lux helps my complexion stay lovely.

This advertisement comeup with the Saira banu.in this

advertisement she said that lux is a complextion soap.its
moisturizes the entire body as it cleanses, exfoliates and tones for
a beautiful younger and healthier.

This advertisement comeup with the actress babita.In this

advertisement she give the message that lux soap has
good fragrence.and she said Pure, creamy lux gives me
my satin smooth complextion.

This advertisement comeup with the bollywood actress

Asha paarekh. In this advertisement she said that I leave
my complexion to lux soap.she gives the credit of her
beauty to lux soap.

In this advertiseent they asked the question thatHave

you heard what beautiful star everywhere are saying
about pure mild lux?
In answer she said My daily beauty treatment is just lux

This advertisement comeup with the bollywood actress

tabu when lux soap comeup with the new pack.

This advertisement comeup with the bollywood actress

raveena when lux soap come in 5 Rs pack . this
advertisment aware the customer that we are also
available in 5 Rs pack.

This advertisement came when lux brand extent his

product.when lux shampoo come into the market .

This advertisement comeup with the bollywood actor

shahrukh khan.this advertisement came to aware the
customer that the lux soap not for only women it also for
men toilet soap.

This advertisement comeup with the bollywood actress

aishwarya rai. When lux were come up with the various
product like facewash. Shampoo,bodywash etc

this advertisement comeup with the bollywood actress

deepika padukone . this advertisement said that lux is a
luxurious product.this advertisement come for registering
the brand image in consumer mind for long period of
time.

CONCLUSION
Lux is genric brand widely used by all segment of society.so
company should consider all segment of society while launching
its different type of product.
Today , hul is one of Indias largest exports of branded fast
moving consumer goods .it has been recognized by the
government of india as a golden super star tradng house.
Lux has high penetration in urbane & semi urban areas . however,
it has only 19.8% penetration in rural areas.
It enjoys sound financial position &high profits from this sector.

The beauty soap industory of india consists of a few producers in

the industry.the demand for this product is very much vulnerable
in terms of pricing.uniliver india is providing Lux at a price which is
affordable to most of the people in the country. Beauty soap is an
uprising product in india as a greater portion of the population
,both male and feale,are now getting more beauty conscious .
As a multinational company uniliver india with heavy promotional
activities ,has been able to penetrate the market with six different
fragrance, three different size s,international standard and high
quality design , as a product , LUX has been highly successful
over the years.
Lux came up with the first advertisement to educate users about
its credentials as a laundry product and appeared in magazines
such as Ladies Home Journal. By the early 1920s, it was a hugely
successful brand and in 1924.
Introduced in the United States in 1924, Lux became the worlds
first mass market toilet soap with the tagline made as fine as
French Soap. In the first two years of launch, Lux concentrated
on building its beauty soap credentials. Advertisements offered
consumers a beauty soap made in the French method at an
affordable price, with the promise of smooth skin.
In1928 to 1940 the lux brand concentrated on building its
association with the increasingly popular movie world, focusing
more on movie stars and their roles rather than on the product. In
1929, advertising featured 26 of the biggest female stars of the
day, creating a huge impact among the movie-loving target
audience. This was followed by Hollywood directors talking about
the importance of smooth and youthful skin. This pioneered the
trend of celebrity product endorsements.

In 1931, Lux launched a campaign with older stars, I am over

31. The series of print ads had stars talking about preserving
youthful skin. Lux also launched campaigns featuring interviews
with stars and close-ups of stars, bringing to life the 9 out of 10
idea.
Using movie star as role models, Luxs strategy was to build
relevance by looking at beauty through the consumers eyes.
While still retaining the star element, the focus shifted to the
consumer and the role of the brand in her life.
Advertising commercials showed ordinary looking women with
direct references to leading ladies from the movies such
as Deanna Durbin and Deborah Kerr.
In 1960 advertising was shifted to product stories and the
romanticizing of brand through its sensorial & emotional
dimensions. This was the era of the film star feeling and the
Golden Lux, featuring stars such as Sandra Dee, Diana Rigg and
Samantha Eggar.

IN 1970 the Lux stars stepped down from their pedestals and
were portrayed as multi-faceted women with natural, wholesome
beauty that the ordinary consumer could relate and aspire to. The
executions were more of a day in the life of the stars with focus
on their natural beauty. Stars included Brigitte Bardot
and Natalie Wood.
In 1980 Lux Establishing itself as the beauty soap for stars and
beautiful women, the 1980s emphasized the importance of skin
care the first step to beauty.
In 1990 Lux moved from generic beauty benefits to focus on
specific benefits and transformation. More emphasis on

functionality and variant associations with different skin types as

well as mention of ingredients. The communication was far more
regional specific and localized.
In 2000 they focus shifted from specific skin benefits to a stronger
emotional space. The brand provided the link between the
aspirational role models and real life with the campaign, Lux
brings out the star in you. The benefit was now more than just
beauty, it was also about the confidence that comes from beautiful
skin.
In 2005 lux soap come up with mini soap then advertisement
come to aware about the customer that lux soap is also available
in 5 R.s also.
In 2010 lux advertisement came to aware that lux have shampoo
face wash, perfume and also different-different color and
fragrance soap etc.

Now the company advertise the lux brand for occupying the brand
image in consumer mind for long period of time.
.