Lux soap was introduced in India in1925, and so in 2025 it completes a century of its existence here. In 1929, there was a global campaign featuring more than two dozen of the biggest female stars of the day. This created a huge recall among movie-loving audiences. It also initiated the trend of brand endorsements by celebrities. It was in 1941 that Lux began using women stars from Hindi and regional film industries in its advertisements.
Lux has extended the brand to body wash products. However, it has a stare of only 9 per cent. A substantial 90 per cent share is commanded by its cleansing format i.e. Lux Soap. It is available at various price points, for as low as Rs.10 to over Rs. 200 per piece.
The Indian toilet soap market is estimated at about Rs. 25000 crore (2023). The market is growing at a CAGR of 6.8 per cent. Beauty soap segment is around 50 per cent of this market (Lux, Dove, Pears).
Over years, Lux focused on just physical beauty, but has now realized that it should celebrate every facet of femineity. In one of the ad campaigns in 2023, the female athletes were shown wearing QR codes on their bodies. On scanning, the film projected sportswomen calling cameramen to ‘Change the Angle’ of how they were portrayed. They wanted their strengths to be highlighted, rather than physical attributes. The video highlighted sexist sports coverage at international events. It ends with six best practice tips for the media on how female athletes should be portrayed.
Lux has been promoted as ‘filmi sitaron ka saundarya sabun‘. It made you look as beautiful as a film star. These days, apart from beauty, society aspires to have many other expressions of femineity. As society’s aspirations have changed, it is necessary to change the ad campaign of Lux.
These changes are subtle and innovative. In 2000, the change was from skin benefits to an emotional space. ‘Lux brings out the star in you’. Apart from beauty, Lux expanded to confidence. In 2005, Shah Rukh was used as a male protagonist admiring women’s beauty. The brand positioning changed, but within the same overall theme.
Lux could have changed much faster and much earlier. It was stuck as a beauty soap brand. Women have marched ahead of stereotypical beauty standards. Consumers resonate with other brands such as Dove portraying real-lite models. Lux should move beyond film stars ki pasand. It is time to reflect as to how the brand could remain relevant. In its centenary year, it has chosen Suhana Khan as the new brand ambassador for its body washes. The brand has begun talking to younger women.
Lux ad folklore was about favourite film stars using Lux. A female star endorsing Lux meant she has arrived. Some promoted Lux without charging anything. That was the power Lux. There were 100-star endorsements for Lux once upon a time.
Lux is now washing off the stereotypes.