World’s first mass market beauty bar – ‘made like the costliest French soap’, launched in 1924, has been associated with over 400 world’s most glamorous actresses from Hollywood beauties like Elizabeth Taylor, Grace Kelly, Audrey Hepburn, etc to the Bollywood Divas like Madhuri Dixit, Aishwarya Rai and many more.  The figures might look strange, but it has been reported that, more than 100 countries are using the Lux soap with 12 million Lux products purchased every day of every year.

Lux Soap


This HUL product was launched in India in 1929 and its very first advertisement featured Leela Chitnis as the brand ambassador. Lux popularly tagged itself as “The beauty Soap of Filmstars”. It has heavily advertised in India using Bollywood actresses as its brand ambassadors from Asha Parekh, Mala Singh, Hema Malini, Rekha to Kareena Kapoor, Aishwarya Rai, Priyanka Chopra and Katrina Kaif in the latest ads. The brand had used male actors only twice in its advertisements – Shahrukh Khan was featured on the completion of the 75th years of Lux soap brand in 2005, while Abhishek Bachchan came along with Aishwarya Rai Bachchan in the year 2009 which was aired along with a promotional offer.

lux ad featuring Leela Chitnis


Lux Ad - Abhishek and Aishwarya

Lux Ad featuring any male actor Shahrukh Khan

Lux Marketing Strategy

This Hindustan Unilever product has focused on wide promotions most of which has been short lived. Apart from tagging itself as a beauty brand made for the stars, it has even designed short term promotions for sales. One of the famous ones being:

“The Lux Gold Star Offer” – This was one of the popular promotions which offered gold coins in few selected soaps.

“Star Bano Aish Karo” – This offer gave a chance to few lucky winners who got a chance to live a day like Aishwarya Rai with gift offers worth Rs.50,000 from Shopper’s Stop and beauty makeover by Michelle Tung and Neeta Lulla sarees (Aishwarya Rai’s favorite stylist and designer). The bumper prize was dinner date with Aishwarya Rai herself and later in 2009 the same offer changed into a dinner date with Aishwarya Rai Bachchan and Abhishek Bachchan together.

“Har Star Lucky Star”- This came at the time when Shahrukh Khan was aired in Lux advertisements when the brand had finished 75 years of stardom. In this offer, selected lux soap packets had stars printed with number 75 inside the wrapper. The lucky winners got the opportunity to avail free supply of Lux soaps for a year.

Recent Advertisements

Katrina Kaif has been roped in to become the brand ambassador of Lux lately. In the most recent advertisement of July,2012  which stars both Katrina Kaif and Shahrukh Khan in the campaign. They endorsed two variants of the Lux soap – Lux Peach and Cream and Lux Strawberry and Cream. The fragrance of the new Lux soap stands for love and sensuality and the ad uses the slogan – “Bekaboo”. The ad was made to be promoted at the time when both Shahrukh Khan’s and Katrina Kaif’s movie was about to be released.

Lux Recent Ad featuring Shahrukh and Katrina
Lux Recent Ad featuring Shahrukh and Katrina

To know more about Lux Marketing Strategy, Visit Lux official page