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
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
are 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...