lux brand avertising and promotion strategies

1. Analysis of Lux electronic
advertising
Presented by
Monu Jain
Rolly Agrawal
Pranay Bhansali

2. INTRODUCTION
• Lux soap was launched in Indian in 1930
• Popularly known as `the beauty soap of film
stars’, Lux has been a favorite with generations
of users for the experience of
sensuous, luxurious bathing. The brand
name, Lux, has been taken from the
word, `luxury

3. INTRODUCTION
• Lux is the largest personal wash brand in the
country
• Lux has retained its leadership status by
strongly differentiating itself
• No soap brand can claim to be more
aspirational for the Indian consumer than Lux
- `the beauty soap of film stars’.

4. INTRODUCTION
• Lux was launched in india in 1930
• Lux stands for promise of beauty and glamour
as one of the indias most trusted personal
care brands
• Lux is a largest personal wash brand in the
country with a value share of 15%
• Three in every five indian consumer enjoy the
luxurious bathing pleasure of lux during
during the course of a year

5. INTRODUCTION
• Lux has offered a range of soaps in different
colours and fragrances.
• The benefit offered by all was the same –
beautiful skin.
• Its world-class fragrances and nourishing
ingredients have made a strong product
differentiation for Lux, making the Lux bath a
pleasurable experience.

6. advertising
• Since the 1930s, over 400 of the world’s most
stunning and sensuous women have been
proudly associated with Lux advertisements
• From the very first advertisement in 1929
featuring Leela Chitnis, the gorgeous faces of
the silver screen have come out in the open
with their beauty secret – Lux

7. advertising
• BOLLYWOOD FILMSTARS PROMOTES ITS
BEAUTY SOAP
• HAR STAR LUCKY STAR OFFER
• LUX CELEBRATING RANGE

8. advertising
• CHOCOLATE SEDUCTION by kareena
• AROMATIC GLOW
• LUX WHITE STA BODY WASH
• SHAH RUKH KHAN: FIRST INDIAN MALE
BRAND AMBASSADER

9. advertising
• PENETRATE IN RURAL SEGMENT
• INCREASE IN MARKET SHARE
• TRAP THE UNTRAPPED CATEGORY

10. Featuring stars
• With top movie stars –
– from Madhubala to Madhuri, from Babita to
Karishma and Kareena, interspaced with leading
film starsHema Malini, Juhi Chawla and Sreedevi –
having endorsed the goodness of Lux over
generations

11. • From the beginning, Lux, by using a leading
film star of the time, has fulfilled the
consumers’ aspirations of using beauty via
the rationale, `if it’s good enough for a film
star, it’s good for me.’

12. • The global brand team for Lux developed a
new communication strategy. This strategy –
bring out the star in you – for the first time
moved the brand away from the long-running
film star route.