1916 – Laundry Soap
1925 – Bathroom Soap
1929 – India
1929 – First Brand Ambassador – Leela Chitnis
First Male Brand Ambassador – Shahrukh Khan (female following)
Lux — derived from the word luxury - has always used successful film actors of the time such as Madhubala, Hema Malini, Kareena Kapoor to endorse the product.
Leader in the marketplace (14.4%) - Lux has been facing intense competition from Wipro Consumer's Santoor (8.8%) and ITC's Vivel and Fiama di wills which have been gaining market share much faster.
- Started off as a feminine skin and beauty soap in 1925
- Focuses on external beauty (fine fragrances) – can play with fragrances idea
- Targets typical Indian mindset of outer beauty (more ‘active’ stance on beauty)
- An aspiration for every girl living in rural area – uses personalities from the silver screen, which makes it an inspirational brand
- Uses Bollywood connect to communicate the same (movie-loving target audience)
- Theme - Combination of style and romance
Demographic:
Gender – Female
Age – 16 – 35
Income – Middle Income Group. Targets the urban and semi urban upper middle class and middle class segment of the population, who falls under A to C of SEC
Target Area – Urban and Semi urban – Middle and Upper Middle Class
Lifestyle:
- Frequent movie watcher (genre - romantic) (can use Multiplex as the media)
- Liking for fragrance
- Day Dreamer?
- Advertisement driven
- Status conscious
- Looks conscious
- Liking for new clothes
- Advertiser’s beloved
Influencer – Retailer can be the influencer.
Recent: Signed Sonam Kapoor and Dhanush as Brand Ambassadors.
Change in positioning?
The brand is slowly moving away from a beauty soap for a star to a soap for couples. While the overarching Lux celebrity quotient has remained intact since 1929 when Leela Chitnis promised smooth skin through Lux, the brand positioning has shifted.
Good to know:
- Many variants
- Labelling – prominent, female model
- Introduced Mini Lux for Rs. 5 (45gms.) Not sure whether it is available in the market now.
- Lacks unisex appeal
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