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Brand Management
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Brand-LUX
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The Beauty Soap of Film Stars…

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Submitted

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By

Sarang Miskin

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 Brand Management

Table of Contents

Sr Contents Page No
No.

1 Company Profile-HUL 3

2 Brand Identity-Lux Beauty Bar Of the Filmstars 4

3 Lux’s Market & its Achievements . 4

4 LUX Beauty Soap- Form, Features, Style 5

5 Labelling, Packaging and Brand Promotion 6

6 Advertisements 7

7 Lux’s New Variants 8

8 Change in Brand's communication strategy 8

9 Conclusion 9

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Company Profile – Hindustan

Unilever Limited.

Hindustan UniLever Ltd (HUL) is India's largest Fast Moving

Consumer Goods (FMCG) company. HLL's brands like Lifebuoy,
Lux, Surf Excel, Rin, Wheel, Fair & Lovely,Pond's, Sunsilk, Clinic,
Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-
Annapurna, Kwality Wall's are household names across the
country and span a host of categories, such as soaps,
detergents, personal products, tea, coffee, branded staples, ice
cream and culinary products. These products are manufactured
over 40 factories
across India and the associated operations involve over 2,000
suppliers and associates. Hindustan Lever Limited's distribution
network comprises about 4,000 redistribution stockists,
covering 6.3 million retail outlets reaching the entire urban
population, and about 250 million rural consumers. HLL is also
one of India's largest exporters. It has been recognised as a
Golden Super Star Trading House by the Government of India.
Presently, HLL has over 16,000 employees including over 1,200
managers. Its mission is to "add vitality to life." The Anglo-
Dutch company Unilever owns a majority stake in Hindustan
Lever Limited.
Some of its brands include Kwality Wall's ice cream, Lifebuoy,
Lux, Breeze, Liril, Rexona, Hamam, Motis oaps , Pure-it Water
Purifier, Lipton tea, Brooke Bond tea, Bru Coffee, Pepsodent
and Close Up toothpaste and brushes, and Surf, Rin and Wheel
laundry detergents, Kissan squashes and jams,Annapurna salt
and atta, Pond' s talc and creams, Vaseline lotions, Fair &
Lovely creams , Lakmé beauty products, Clinic Plus, Clinic All
Clear, Sunsilk and Dove shampoos, Vim dish wash, Ala bleach
and Domex
Disinfectant, Rexona, Modern Bread and Axe deo sprays .

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Brand-LUX Beauty Soap

Brand Identity - LUX: BEAUTY BAR OF FILMSTARS

LUX: THE STAR PERFORMER

The great Indian brand wagon started nearly four decades
ago. Great brands sometimes outlast their ambassadors as
proven by Lux. The first ambassador, Leela Chitnis featured in
a Lux advertisement which flagged off the Lux wagon. She
gave way to a galaxy of stars which includes Madhubala,
Nargis, Meena Kumari,Mala Sinha, Sharmila Tagore, Waheeda
Rehman, Saira Banu, Hema Malini, Zeenat Amaan, Juhi Chawla,
Madhuri Dixit, Sridevi, Aishwarya Rai Bhachan, Kareena Kapoor
Shahrukh Khan and Abhishek Bhachan. The last frontier for
most actors aspiring to stardom is becoming a Lux
ambassador. The brand has outlasted many soaps. From the
beginning, Lux became a household name across the country.

Market
The personal wash market is valued at Rs. 60 billion. It is a
highly penetrated market though per capita consumption lags
even South Asian countries like Indonesia. The market has seen
stagnant sales over the last four years and the low entry
barriers have led to intense competition between national and
local brands.

Achievements
Lux is the largest personal wash brand in the country with
a value share of 17%. Three in every five Indian consumers
enjoy the luxurious bathing pleasure of Lux during the course of
a year. This strong association with consumers has led to Lux
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becoming one of the most trusted brands in the country. Lux

has retained its leadership status by strongly differentiating
itself .No soap brand can claim to be more aspirational for the
Indian consumer than Lux -the beauty soap of film stars.
The last three years have seen Lux continue to grow far
ahead of the market. It has gained close to 4% share in this
period. A key initiative that has fuelled this growth has been
the launch of Mini Lux strategically priced at Rs. 5 to bring it
within the reach of 300 million rural consumers.

The introduction of new perfume and ingredient variants,

addressing new benefit segments, has been the other growth
driver.

LUX Beauty Soap- Form, Features, Style

With icons of beauty endorsing the brand, the offerings
made by Lux have always been superior and have always led
the market, setting benchmarks for competition.
Lux has beauty offerings in two of the four market
segments popular and premium, spanning the needs of varied
consumers. At the upper end of the market is the premium
range which continues to offer specialised skincare to its
consumers in the form of International Lux a range of
moisturising, deep cleansing and sunscreen soaps. Keeping in
tune with the changing times it has also launched Lux Body
Wash which offers superior bathing benefits. To establish the
presence of nourishing ingredients in the new Lux, a unique
concept, ingredients you can see in the soap, was born. A novel
metallic substrate packaging beautifully showcased the
ingredients and its globally accepted ingredient-linked
perfumes heightened the sensorial experience.
Each of the soaps in the range has milk cream, with the
active ingredients of rose extracts, sandal saffron, almond oil
and fruit extracts. These create an experience in pampering
indulgence and luxury designed to bring out the star in every
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woman. Lux Beauty Bar was always projected as a pure and

mild´ solution to soft and smooth skin. International Lux Body
Wash the last name in luxury.

Trade Character

Labelling
The LUX Trade Character or Logo is present prominently
on the package. A novel metallic substrate packaging
showcases the ingredients, and a female model is shown on the
pack. Also displayed graphically are the key ingredients. The
ingredients, place of manufacture have been listed. Also listed
is the consumer complaint cell address in case of
unsatisfactory product.

Packaging
A novel metallic substrate packaging beautifully
showcases the ingredients, in case of the soaps. A female
model is shown on the pack. The colors are different for
different variants such as saffron for the saffron variant, pink
for the rose extracts etc. The Bars come in package sizes of
100g, 120g, 150 g

Brand Promotion
The promotion mix is classified as follows:
Advertising:
Transit
Electronic Media
Print Media
Direct

Sales Promotion
Personal Selling
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Direct Selling
Indirect Selling
Public Relations
Direct Marketing

Advertisement :
USP or the common thread through all the advertisements
is the Presence of Movie Stars through the ages. The product
has been positioned on the basis of REFERANCE GROUP by
using a celebrity popular at that point in time. Some amount of
attribute positioning by mentioning the various ingredients has
also been done .Lux campaigns have wooed millions of people
over the decades. Popularly known as the beauty soap of film
stars, Lux has been an intimate partner of the brightest stars
on the silver screen for decades. An ode to their beauty, an
announcer of their stardom, advertising campaigns on Lux have
featured film stars across the nation, promising their beauty
and complexion to ordinary women. With top movie stars from
Madhubala to Madhuri, from Babita to Karishma and Kareena
having endorsed the goodness of Lux over generations, it was
natural that the brand has built equity as the best beauty soap
in India. From the beginning Lux, by using a leading film star of
the time, has fulfilled the consumers aspirations of using
beauty soaps via the rationale µif it’s good enough for a film
star, it’s good for me. This later moved into a transformation
role of having a bath with Lux, which transports the user into a
fantasy world of icons, film stars and fairy lands.

Lux’s New Variants

The new Lux Beauty Bar is significantly better on all
aspects including aesthetics, sensorials, skin care, value for
money, perfume and ingredients. Lux is always a step ahead of
trends rather than following the trend. It would rather orient
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and direct the change rather than follow it. By using brand-
oriented research, the company identified two sets of
consumers. One was the loyal base of existing Lux Beauty Bar
consumers. The other was the target segment which would be
the source of growth for Lux. The entire re-launch exercise was
aimed at delivering a superior mix, which would tap into this
source of growth. The consumer needs and triggers which were
identified included: fragrance, quality of lather, long-lasting,
value for money product, familiarity and belief were factors
that translated into a sense of reliability and quality.

Change in communication strategy

However, the communication was slowly seen to be
losing relevance, as consumers were beginning to question if
the film star actually used the brand. In addition to this,
several competitive beauty soap brands had begun advertising
using similar methods of communication. In this context, the
global brand team for Lux developed a new communication
strategy. This strategy brought out the star in you for the first
time and moved the brand away from the long-running film
star route. The film star still features in the new
communication but not as her gorgeous self but rather as an
alter ego/projection of the protagonist (a regular girl), for a few
seconds of the entire ad. Thus, for the first time the film star
was used as a communication device and not as the main
feature of the ad. The move away from the film star and her
fantasy world to a regular Lux user, with the focus on the
protagonists’ star quality, is a change from the norms set by
Lux advertising in the past. With the new communication
strategy, the film star is used purely as a communication
device to portray star quality in every Lux user.
This idea brings out the star in you and puts the
consumer at the heart of the brands promise. This promise
goes beyond the functional deliverables of soap, beyond
bathing and the bathroom to the world outside. It’s a world
where with Lux on her side, an ordinary woman can impact her
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world with her own star quality. This is a successful attempt to

bring the brand closer to its users and to give it a more
youthful and contemporary image.
Breaking away from tradition, HLL resorts to a male and
metro sexual Shah Rukh Khan to revive Lux. The Lux brand,
Hindustan Lever decided to break away from tradition. It has
changed the feminine face of its second largest selling soap
brand to show reigning superstar Shah Rukh Khan sitting in a
tub of petals along with actresses of yesteryear who have
featured as Lux models. Shah Rukh is a big draw and women
just love him. The target audience for Lux is women. Shah
Rukh is a great favourite with women of all ages. So the
strategy for Lux has not really changed. It is just the execution
that is very different; instead of a female star in the tub, they
have Shah Rukh. The new campaign featuring King Khan
shows him immersed in a bath tub with petals and talking
about `his beauty secrets' (`Meri Sundarta Ka Raaz'). The
beauty soap of female stars has moved from traditionally
using reigning film stars and now has been endorsed by nearly
50 Indian film stars.

Conclusion:
The Strong association with consumers has led to Lux
becoming one of the most trusted brands in the country. Lux
has retained its leadership status by strongly differentiating
itself .No soap brand can claim to be more aspirational for the
Indian consumer than Lux -the beauty soap of film stars. With
the top movie stars, Lux’s advertising campaigns have wooed
millions of people over the decades. However Lux’s new
branding strategy of making every Lux user feel like a star
himself and the unconventional idea using Shah Rukh Khan as
their brand ambassador has earned high returns for the
company. However with the changing lifestyles,income
patterns and trends in Indian population, Lux needs to tap the
right mix of innovative strategies to revive its glory days.