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Lux (soap)
Beauty brand marketed by Unilever From Wikipedia, the free encyclopedia
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Lux is a global brand developed by Unilever.
 | This article is missing information about the history of Lux in modern times. (December 2021) |
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Lux is marketed primarily in South Asian countries such as India, Bangladesh, Pakistan, Sri Lanka and Nepal. It is also marketed in Malaysia, Brazil, Thailand, Middle East and South Africa.[4]
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History
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Origins and history
The brand was founded by the firm Lever Brothers, now known as Unilever, in 1899.[5]
Advertising history
Lux Soap was introduced to America in 1925 by the Lever Brothers.[6] It was a white soap packaged in pastel colors designed to be comparable to the finer French soaps, but more affordable.[7] Once Lux Soap began its national campaign in 1926, it was also advertised for men and children.[7] The Thompson agency began a campaign in 1928 to get endorsements from Hollywood actresses by sending 425 actresses cases of Lux Soap. It received 414 endorsements in return, leading them to claim that 9 out of 10 stars in Hollywood use Lux Soap.[7][6] Among the actresses who participated in the campaign was Louise Brooks, whose ads ran between 1928 and 1931.[8][9]
In 1933, advertisements claimed that Lux Soap was used by 686 out of 694 more well-known actresses.[10] Lux Soap's Hollywood campaign along with its many other advertising efforts, would assist Lux Soap in becoming a worldwide leader in soap sales.[6] As the focus of advertising shifted from the use of Hollywood starlets to a focus on everyday women, Lux Soap declined in sales and was removed from the shelves in the 1990s. Lever Brothers shifted their focus to another soap, Dove.[6]
Lux Soap followed Colonial Great Britain to Zimbabwe, Africa, in the 1920s, but it took until the mid-20th century before Africans became familiar with toilet soap, and few used it.[11] In the 1940s Lever Brothers began mass advertising for Lux, introducing their product as a soap associated with glamour and intelligence, and started using existing advertisements of international celebrities endorsing their products.[11] Lever Brothers began to offer different colored bars other than white and used depictions of African people with slogans that insinuated intelligent people used only Lux Soap.[11] In the 1960s and 1970s Lux Soap advertising shifted back to emphasizing glamour but this time used local models and singers instead of international stars.[11]
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External links
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