Soap Lanuch

Soap Launch

The Lux soap was first launched as laundry soap way back in 1916, with specially targeting the delicate garments. The Level Brothers (who found what we today know as Unilever), encouraged women to do their laundry at home without worrying about those delicate silks and satins turning yellow which often came as a result of the strong and harsh chemicals present in the laundry soaps of that time. Lux at that time was much more gentle on the clothes, it dissolved much more easily and was advertised as being suitable for home use.

The Lux toilet soap as we know today came around in 1925. It was advertised as a bathroom soap, and the initial name “Sunlight flakes” was changed to Lux, which is the Latin word for “Light” and was supposed to be a shortened version of the word “Luxury”. From 1925 till date, Lux has been marketed in various forms – Soaps, Limited Editions, Bars, Flakes, Liquids, Gels and Body washed.

In India, Lux was launched in 1929, and it has always come in various colours and packages as well as world-class fragrances. These changes kept coming with changing fashion trends. In 1958, the soap came in five colours – pink, blue, white, yellow and green, and the customers would buy the soaps in a way that they could match it with the colours of their bathrooms!

Lux has always used popular movie stars as its brand endorsers. Even if the ad went around common women, it still had references to some or the other movie star.

The year-wise brand image of the soap can be described as –

The 30s: This is when the widespread advertising of the product began. At this time, Lux used much older women, who would talk about preserving the youthful beauty of the skin in the series of print ads that came during this time.

The 40s and the 50s: In this era, the focus shifted to the attributes that the consumers associated with the brand and the role the brand played in her life.