Lux (soap)
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[edit] History
Lux toilet soap was introduced in 1925 as a bathroom soap. The name 'Lux' was chosen as a play on the word "luxury."[1] Lux has been marketed in several forms, including bar and flake and liquid (handwash, shower gel and cream bath soap).
Lux soap was launched in India in 1929. The very first advertisement in 1929 featured Leela Chitnis as its brand ambassador. It was branded in India as "the beauty soap of film stars"[2]
[edit] Celebrity endorsements
[edit] Hollywood
Since the 1930s, many well-known Hollywood actresses have marketed the soap to women as a beauty enhancer. Advertisements have featured Dorothy Lamour[3], Joan Crawford[4], Judy Garland, Cheryl Ladd, Jennifer Lopez, Elizabeth Taylor, Demi Moore, Sarah Jessica Parker, Catherine Zeta-Jones, and Marilyn Monroe, among others.
[edit] Bollywood
Today, the brand is still heavily advertised in India using Bollywood stars.[2] Madhubala, Hema Malini, Sridevi, Madhuri Dixit, Juhi Chawla, Karisma Kapoor, Rani Mukerji, Aishwarya Rai, Amisha Patel, Kareena Kapoor and Tabu have all been past brand ambassadors.[citation needed] Priyanka Chopra is the present brand ambassador of Lux. In India Shahrukh Khan was the first male in a Lux advertisement.[citation needed]
[edit] Other countries
Lux soap is very popular in Nepal and the brand appointed Nepali model-turned-actress Jharana Bajracharya to be the Lux Girl in the Summer of 2003. After that, she appeared on many TV commercials. Nigerian actress Genevieve Nnaji was paid ₦20 million to appear as the face of Lux soap in 2004.
[edit] Soap operas
This radio sponsorship made the brand fairly well-known in the United States while the shows were produced, though the soap has since disappeared from mainstream American markets and is no longer the recognized brand it once was.
[edit] References
- ^ Emergence of Advertising in America: Lux Advertisements (Lever Bros.). Retrieved on 2007-05-22.
- ^ Bijoor, Harish. The sex of a brand. The Hindu Business Line. Retrieved on 2007-04-22.
- ^ 1938 Lux Soap: Dorothy Lamour. Retrieved on 2007-04-22.
- ^ Joan Crawford 1929 Lux ad. Retrieved on 2007-04-22.
- ^ Life and Love of Dr. Susan. Retrieved on 2007-04-22.
