Lux Shoap.

LUX SOAP

EVOLUTION

Lux soap was first launched in 1916 as 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 that 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 and was advertised as suitable for home laundry use.

Lux toilet soap was introduced in 1925 as a bathroom soap. The name 'Lux' was chosen as a play on the word "luxury." Lux has been marketed in several forms, including bar and flake and liquid (hand wash, shower gel and cream bath soap).

Lux in step with the changing trends and evolving beauty needs of the consumers, offers an exciting range of soaps and Body Washes with unique elements to make bathing time more pleasurable. People can choose from a range of skincare benefits like firming,fairness and moisturising.

Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands. Since its launch in India in the year 1929, Lux has offered a range of soaps in different colours and world class fragrances. From the 1930s right through to the 1970s, Lux soap colours and packaging were altered several times to reflect fashion trends. In 1958 five colours made up the range: pink, white, blue, green and yellow. People enjoyed matching their soap with their bathroom colours. Now, Lux soap is sold in 100 countries and sales achieved 1.0 billion euros in 2005 alone.

MARKET SEGMENTATION

LUX is the highest selling beauty soap but still it doesnot go for traditional mass marketing. Moreover as a beauty soap LUX does not even segment its market according to gender.It segments its market according to geographical areas. The consumers are segmented according...