Lux (soap)
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| Product type | Soap |
|---|---|
| Owner | Unilever |
| Country | United Kingdom |
| Introduced | 1925 |
| Markets | Worldwide |
| Website | houseoflux.com |
LUX is a global brand developed by Unilever. The range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. Lux started as “Sunlight Flakes” laundry soap in 1899.
In 1925, it became the first mass-market toilet soap in the world. It is noted as a brand that pioneered female celebrity endorsements.
As of 2009, Lux revenue was estimated at €1 billion, with market shares spread out to more than 100 countries around the globe.
Today, Lux is the market leader in countries like India, Pakistan, Brazil, Thailand and South Africa
Developed by Unilever, Lux (soap) is now headquartered in Singapore.
The brand was founded by the Lever Brothers in 1899 and now known as Unilever. The name changed from “Sunlight Flakes” to “Lux” in 1900, a Latin word for “light” and suggestive of “luxury.”
Lux toilet soap was launched in the United States in 1925 and in the United Kingdom in 1928. Subsequently, Lux soap has been marketed in several forms, including handwash, shower gel and cream bath soap.
Lux’s 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.
Introduced in the United States in 1924, Lux became the world’s 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 apiece.
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.
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Wikipedia