Lux Branding

Product:

A novel metallic substrate packaging beautifully showcases the ingredients, in case of the soaps. A female model is shown on the pack. The colours are different for different variants such as saffron for the saffron variant, pink for the rose extracts etc.

Lux has launched a 45g variant called Mini Lux priced at Rs. 5

Developing New Variants

The new Lux Beauty Bar is significantly better on all aspects including aesthetics, sensorial, skin care, value for money, perfume and ingredients.

Also 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.

This segment comprised of those customers who were buying soaps in the sub-popular segment, but could shift upwards if a better product was offered in the popular segment.

The consumer needs and triggers which were identified included: fragrance, quality of lather, long-lasting, value for money product, familiarity and belief. Several options were considered for the Lux relaunch. These included mood-enhancing perfume positioning. Skin-care based ingredients like glycerine, sandal and saffron were considered.

With its latest stance, the company is banking on the sub-popular segment soap buyers to buy into the new Lux.

Retailers say that the honey variant is yet to catch on, as the consumer has never associated with Lux’s black colour packaging.

(B)Promotion

LUX ADVERTISEMENTS THROUGH THE AGES

LEELA CHITNIS IN THE FIRST LUX PRINT ADVERSTISEMENT FEATURING AN INDIAN ACTRESS

VYAJANTIMALA IN A LUX PRINT ADVERTISEMENT

MADHUBALA IN A LUX PRINT ADVERTISEMENT

WAHEEDA REHMAN IN A LUX PRINT ADVERTISEMENT

SAIRA BANO IN A LUX PRINT ADVERTISEMENT

AISHWARYA RAI IN A PRINT ADVERTISEMENT FEATURING LUX INTERNATIONAL

KAREENA KAPOOR SHOWCASING THE LATEST CHOCOLATE VARIANT BY LUX

KARISHMA KAPOOR IN A LUX PRINT...