The name Lux is synonymous with luxury marketing and celebrity endorsements. Over 90 years, the brand built its legacy with sultry stares of screen idols as its advertising stars. From the once almost generic laundry soap’s brand, Lux has made itself a household name in casting its imagery in the idea of ‘the beauty soap of the stars’s’ top sophistication. With result of its Success, Lux forever linked image transcending ambitions, culture with the charm of bollywood and changing definitions of celebrity in Lux Soap Celebrity Endorsement.
Lux Soap Advertising Journey
Originally marketed as “laundry soap”, Lux then transformed and repositioned itself as a beauty soap. Such changes among many can be credited to Lux’s advertising campaigns which remain in tandem with the period. Lux Soap Celebrity Endorsement added to such is also the long standing association of Lux with famed personalities. The most recent Lux TV advertisement starring Saif Ali and Kareena Khan boasted of Lux, “Chand Sa Roshan Chehra”. Lux transformed people’s perceptions about gorgeous skin. With its advertising campaigns from effective slogans like “Nahana toh Bahana hai” to current high-end advertisements focusing on skin glow, Lux portrays its image on beauty and stardom.
The Global Legacy of Lux Soap
Lux is the brand under the Unilever Company that produces and sells soaps worldwide, embracing a lavish image since 1899 when it was first launched as Sunlight Flake by Lever Brothers. They then extended their reach to India in 1929 through collaborations with the Indian film industry which enabled them to solidify their brand presence in the Indian market. The brand’s transition from marketing Hollywood to Bollywood influencers was a major step toward establishing an emotional bond with consumers in India.
The Lux Celebrity Endorsement Saga
From the 1940’s Lux began advertising its products through Bollywood stars. Leela Chitnis was the first Indian actress to appear in an advertisement for Lux, and this only shaped the future of Lux advertisements. With growth in the Indian movie industry, Lux advertised actresses and made the soap to be ‘the secret soap behind the beauty of the stars’. Meena Kumari, Sharmila Tagore, Madhuri Dixit, Aishwarya Rai are Lux girls and they helped to make the soap more famous.
Iconic Lux Ads and Endorsements
Bollywood’s nonplete celebs can enough be the list of Lux ambassadors. Lux has with its tag line: ‘the beauty soap for the stars’ stood the test of time with appreances of Madhubala and Zeenat Aman in the 1950s to modern day’s Deepika Padukon and Alia Bhatt. In the 2000s, Lux further went on to make an emotional connect with beauty with the phrase, “Lux brings out the star in you,” suggesting that their product inspires confidence and stems from healthy radiant skin.
Looking Ahead
Even as recently as 2020, Lux relies on its celebrity endorsements, continued to follow the approach of encouraging women to feel good about themselves and their beauty. While not so much visible in the digital arena, its classic ads and iconic characters hold the core of the brand extension. Lux Soap’s use of celebrities for advertising has, in greater sense, re-conceptualized the globalization of beauty and skin care advertising and remains a first in the global sphere.
As the last nearly 90 years show, the practice of Lux Soap in utilizing famous people and other icons has not only widened its market base but has also become a benchmark for other companies on how using celebrity status can promote an emotional marketing strategy which resonates with their target audience building brand equity in the process.
