Promotion Lux campaigns have wooed millions of hearts over the decades. Popularly know as the beauty soap of film stars, Lux has been an intimate partner of the brightest stars on the silver screen for decades. An ode to their beauty, an announcer of their stardom, advertising campaigns on Lux have featured film stars across the nation, promising their beauty to ordinary women. In Bangladesh, almost all of the beautiful faces in media from different generations have been associated with Lux over the years. To name a few re Doyel, Champa, Suborna Mustafa, Nipa, Shakila Zafar, Bipasha Hayat, Afsana Mimi, Shomi Kaiser, Mou, Kushum Shikder and Aupi Karim. However, this star depended communication was slowly seen to be losing relevance, as consumers were beginning to question if the film stars actually used the brand. Thus, for the first time the film star was used as a communication device and not as the main feature of the ad. With the new communication strategy, the film star is used purely as a communication device to portray star quality in every Lux user.
Branding story: What is the common seductive link between Hollywood actor Paul Newman, Bollywood actors Shah Rukh Khan and Aishwarya Rai Bachchan and All India Anna Dravida Munnetra Kazhagam chief J. Jayalalithaa? They have all tried selling a soap at some point or the other. And the soap is Lux, the premium beauty soap from consumer products company HUL. “Lux has been the epitome of beauty for the Indian woman and inspires all women in India to enjoy the process of beautifying without any constraints,” says Srikanth Srinivasamadhavan, category head, personal wash, HUL.
Lux—derived from the word luxury— was launched in 1899 as a laundry soap in the UK. In 1925, the brand was extended to the toilet soap category. It was positioned as a beauty soap in India, and HUL has since used successful film actors of the time—such as Leela Chitnis, Madhubala, Hema Malini and Kareena Kapoor—to endorse the product. Lux’s secret of longevity has been its consistent evolution—be it the soap colour, packaging or new variants, the brand has banked on innovation to keep its youthful image intact.
Extending the soap cake to a range of shower gels, liquid soaps and moisturizing bars has helped the brand keep consumers excited and the competition at bay. What has not changed is the consistency in its communication and its positioning. Its tag lines—If it’s good enough for a film star, then it’s good for you too to Play with beauty—have conveyed the same message over the years. “Lux is a brand like Mills & Boon. While the packaging and content could change, the romance angle doesn’t.
It taps into an emotion very close to humanity’s basic need—social interaction. The brand has always hired celebrities when they have reached a certain height rather than using them at the start of their careers. This avoids the issue of celebrities overshadowing the brand,” says Agnello Dias, national creative director, JWT, which handles the account. Competitor & pod Godrej(9. 2%)- Cinthol, Fair glow & Nikhar Nirma soaps(6. 74%) Wipro-Santoor & Chandrika Itc(1. 75%)-Superia,Fiama di wills, vivel Internally-Lifebouy & Dove