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Lux Brand Phenomenon Essay

1486 words - 6 pages

Lux (soap)
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Lux Laundry Soap Ad, 1916
Lux soap was first launched in the UK in 1899 as a flaked version of Sunlight soap. Subsequently it was launched in the US in 1916, and marketed as a 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 lyes 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 ...view middle of the document...

[2] Madhubala, Mala Sinha, Hema Malini, Sridevi, Madhuri Dixit, Juhi Chawla, Karisma Kapoor, Rani Mukerji, Aishwarya Rai, Amisha Patel, Kareena Kapoor and Tabu have all been past brand ambassadors.[citation needed] Priyanka Chopra is the present brand ambassador of Lux. In India Shahrukh Khan was the first male in a Lux advertisement[4].
Lux has been widely advertised in Pakistan ever since the brand was introduced. Pakistani models including Reema Khan, Meera, Aaminah Haq, Babra sharif and various other leading models and actresses have been "Lux models" from time to time. Lux remains the leading soap brand in Pakistan, representing the stylish class of Pakistan. Things started with a TV show called Lux Style Ki Duniya, now with the country's leading models and actors taking part in the annual Lux Style Awards every year. Ali Zafar the famous Pakistani Singer has become the first male model for Lux.
Other countries
Lux soap is very popular in Nepal and the brand appointed Nepali model-turned-actress Jharana Bajracharya to be the Lux Girl in the Summer of 2003. After that, she appeared on many TV commercials. Nigerian actress Genevieve Nnaji appeared as the face of Lux soap in 2004. Two decades earlier, singer Patti Boulaye had been Nigeria's face of Lux. In Norway during the 1950s and 1960s, Lux advertisements featured fictional Italian actresses. Lux soap is also a category leader in Pakistan, the brand being synonymous with glamour. While initially it was also marketed as the beauty soap of the film stars, recently it is focusing more on bringing out the star in ordinary people. Current brand ambassador is Iman Ali.
Soap operas
Lux soap was known for sponsoring several popular radio series in the 1930s and 1940s including Lux Radio Theater that was hosted and directed by Cecil B. DeMille [5]and the Life and Love of Dr. Susan[6], an early soap opera.
This radio sponsorship made the brand fairly well-known in the United States while the shows were produced, though the soap has since disappeared from mainstream American markets and is no longer the recognized brand it once was. Many Hollywood stars were lured to appear on Lux Radio Theatre not only due to its high quality, but that the actors and actresses received monetary payment instead of free samples of the product. From 1950 to 1959, Lux sponsored Lux Video Theatre and Lux Playhouse on television.

Lux : Celebrating Beauty
Brand : Lux
Company: HLL
Agency : JWT

Brand Count :190
Lux is a super brand that celebrated beauty across the world since 1925. The soap which was endorsed by the beautiful film stars came to India in 1929. Lux has been the largest selling personal wash brand in the country.

Lux has effectively managed its PLC through careful brand building and changing the product in line with the changing consumer. The brand is being positioned as the favorite soap of Film stars has been consistent interms of communication and positioning. The brand is also...

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