Lux (soap) - Revision history

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	\| website = {{URL\|https://www.lux.com/\|lux.com}}		\| website = {{URL\|https://www.lux.com/\|lux.com}}
	\|producedby=[[Hindustan Unilever]]~~<~~ref~~>~~{{Cite web\|title=Lux\|url=https://www.hul.co.in/brands/personal-care/lux.html\|access-date=2021-04-10\|website=Hindustan Unilever Limited website\|language=en}}~~<~~/ref~~><~~br~~>~~[[Unilever Sri Lanka]]~~<~~ref~~>~~{{Cite web\|title=Lux launches Star Soap Collection\|url=https://www.unilever.com.lk/news/press-releases/2015/lux-launches-star-soap-collection.html\|access-date=2021-04-10\|website=Unilever Sri Lanka\|language=en}}~~<~~/ref~~><~~br~~>~~[[Unilever Pakistan]]~~<~~ref~~>~~{{Cite web\|title=Lux\|url=https://www.unilever.pk/brands/our-brands/lux.html\|website=Unilever Pakistan website\|language=en}}~~<~~/ref~~>~~}}		\|producedby=[[Hindustan Unilever]]<ref>{{Cite web\|title=Lux\|url=https://www.hul.co.in/brands/personal-care/lux.html\|access-date=2021-04-10\|website=Hindustan Unilever Limited website\|language=en}}</ref><br>[[Unilever Sri Lanka]]<ref>{{Cite web\|title=Lux launches Star Soap Collection\|url=https://www.unilever.com.lk/news/press-releases/2015/lux-launches-star-soap-collection.html\|access-date=2021-04-10\|website=Unilever Sri Lanka\|language=en}}</ref><br>[[Unilever Pakistan]]<ref>{{Cite web\|title=Lux\|url=https://www.unilever.pk/brands/our-brands/lux.html\|website=Unilever Pakistan website\|language=en}}</ref>}}

	'''Lux''' is a global personal care brand developed by [[Unilever]].		'''Lux''' is a global personal care brand developed by [[Unilever]].

	Lux is marketed primarily in [[South Asia\|South Asian]] countries, such as [[India]], [[Bangladesh]], [[Pakistan]], [[Sri Lanka]] and [[Nepal]]. It is also marketed in [[Malaysia]], [[Brazil]], [[Japan]], [[Thailand]], the Middle East and [[South Africa]].~~<~~ref~~>~~{{cite web \| url=http://www.unilever.com/brands/personalcarebrands/lux/index.aspx \| title=Lux – personal care brand of Unilever \| url-status=dead \| archive-url=https://web.archive.org/web/20101227093144/http://www.unilever.com/brands/personalcarebrands/lux/index.aspx \| archive-date=27 December 2010 \| df=dmy-all }}~~<~~/ref~~>~~		Lux is marketed primarily in [[South Asia\|South Asian]] countries, such as [[India]], [[Bangladesh]], [[Pakistan]], [[Sri Lanka]] and [[Nepal]]. It is also marketed in [[Malaysia]], [[Brazil]], [[Japan]], [[Thailand]], the Middle East and [[South Africa]].<ref>{{cite web \| url=http://www.unilever.com/brands/personalcarebrands/lux/index.aspx \| title=Lux – personal care brand of Unilever \| url-status=dead \| archive-url=https://web.archive.org/web/20101227093144/http://www.unilever.com/brands/personalcarebrands/lux/index.aspx \| archive-date=27 December 2010 \| df=dmy-all }}</ref>

	==History==		==History==
	===Origins and history===		===Origins and history===
	[[Image:Printads 20s.jpg\|thumb\|200px\|left\|''Lux'' Print ads – Early 20s]]		[[Image:Printads 20s.jpg\|thumb\|200px\|left\|''Lux'' Print ads – Early 20s]]
	The brand was founded by the firm [[Lever Brothers]], now known as [[Unilever]], in 1899.~~<~~ref~~>~~"Our approach to sustainability". unilever.com. Retrieved 21 March 2015.~~<~~/ref~~>~~		The brand was founded by the firm [[Lever Brothers]], now known as [[Unilever]], in 1899.<ref>"Our approach to sustainability". unilever.com. Retrieved 21 March 2015.</ref>
	[[File:Early beginnings.jpg\|thumb\|150px\|''Lux'' beginnings]]		[[File:Early beginnings.jpg\|thumb\|150px\|''Lux'' beginnings]]

	===Advertising history===		===Advertising history===
	Lux [[Soap]] was introduced to America in 1925 by the Lever Brothers.~~<~~ref name=":0"~~>~~{{Cite book\|last=Ward\|first=W. Peter\|url=\|title=The clean body : a modern history\|date= 2019\|publisher=McGill-Queen's Press - MQUP \|isbn=978-0-2280-0063-1\|oclc=1104796443}}~~<~~/ref~~>~~ It was a white soap packaged in pastel colors designed to be comparable to the finer French soaps, but more affordable.~~<~~ref name=":1"~~>~~{{Cite book\|last=Sivulka\|first=Juliann\|title=Stronger than dirt : a cultural history of advertising personal hygiene in America, 1875–1940\|date=2001\|publisher=Humanity Books\|isbn=1-57392-952-2\|location=Amherst, N.Y.\|oclc=46785266}}~~<~~/ref~~>~~ Once Lux Soap began its national campaign in 1926, it was also advertised for men and children.~~<~~ref name=":1" /~~>~~ The Thompson agency began a campaign in 1928 to get endorsements from Hollywood actresses by sending 425 actresses cases of Lux Soap. It received 414 endorsements in return, leading them to claim that 9 out of 10 stars in Hollywood use Lux Soap.~~<~~ref name=":1" /~~><~~ref name=":0" /~~>~~ Among the actresses who participated in the campaign was [[Louise Brooks]], whose ads ran between 1928 and 1931.~~<~~ref~~>~~{{Cite web \|title=Louise Brooks & Lux Soap - United States and Canada \|url=https://www.pandorasbox.com/louise_brooks_archive/louise-brooks-and-lux-soap-united-states-canada/ \|access-date=July 25, 2024 \|website=Louise Brooks Society}}~~<~~/ref~~><~~ref~~>~~{{Cite web \|title=Louise Brooks & Lux Soap - Elsewhere Around the World \|url=https://www.pandorasbox.com/louise_brooks_archive/louise-brooks-and-lux-soap-elsewhere-around-the-world/ \|access-date=July 25, 2024 \|website=Louise Brooks Society}}~~<~~/ref~~>~~		Lux [[Soap]] was introduced to America in 1925 by the Lever Brothers.<ref name=":0">{{Cite book\|last=Ward\|first=W. Peter\|url=\|title=The clean body : a modern history\|date= 2019\|publisher=McGill-Queen's Press - MQUP \|isbn=978-0-2280-0063-1\|oclc=1104796443}}</ref> It was a white soap packaged in pastel colors designed to be comparable to the finer French soaps, but more affordable.<ref name=":1">{{Cite book\|last=Sivulka\|first=Juliann\|title=Stronger than dirt : a cultural history of advertising personal hygiene in America, 1875–1940\|date=2001\|publisher=Humanity Books\|isbn=1-57392-952-2\|location=Amherst, N.Y.\|oclc=46785266}}</ref> Once Lux Soap began its national campaign in 1926, it was also advertised for men and children.<ref name=":1" /> The Thompson agency began a campaign in 1928 to get endorsements from Hollywood actresses by sending 425 actresses cases of Lux Soap. It received 414 endorsements in return, leading them to claim that 9 out of 10 stars in Hollywood use Lux Soap.<ref name=":1" /><ref name=":0" /> Among the actresses who participated in the campaign was [[Louise Brooks]], whose ads ran between 1928 and 1931.<ref>{{Cite web \|title=Louise Brooks & Lux Soap - United States and Canada \|url=https://www.pandorasbox.com/louise_brooks_archive/louise-brooks-and-lux-soap-united-states-canada/ \|access-date=July 25, 2024 \|website=Louise Brooks Society}}</ref><ref>{{Cite web \|title=Louise Brooks & Lux Soap - Elsewhere Around the World \|url=https://www.pandorasbox.com/louise_brooks_archive/louise-brooks-and-lux-soap-elsewhere-around-the-world/ \|access-date=July 25, 2024 \|website=Louise Brooks Society}}</ref>

	In 1933, advertisements claimed that Lux Soap was used by 686 out of 694 more well-known actresses.~~<~~ref~~>~~{{Cite book\|last=Segrave\|first=Kerry\|title=Endorsements in advertising : a social history\|date=2005\|publisher=McFarland & Co\|isbn=0-7864-2043-X\|location=Jefferson, N.C.\|oclc=57515046}}~~<~~/ref~~>~~ Lux Soap's Hollywood campaign along with its many other advertising efforts, would assist Lux Soap in becoming a worldwide leader in soap sales.~~<~~ref name=":0" /~~>~~ As the focus of advertising shifted from the use of Hollywood starlets to a focus on everyday women, Lux Soap declined in sales and was removed from the shelves in the 1990s. Lever Brothers shifted their focus to another soap, [[Dove (toiletries)\|Dove]].~~<~~ref name=":0" /~~>~~		In 1933, advertisements claimed that Lux Soap was used by 686 out of 694 more well-known actresses.<ref>{{Cite book\|last=Segrave\|first=Kerry\|title=Endorsements in advertising : a social history\|date=2005\|publisher=McFarland & Co\|isbn=0-7864-2043-X\|location=Jefferson, N.C.\|oclc=57515046}}</ref> Lux Soap's Hollywood campaign along with its many other advertising efforts, would assist Lux Soap in becoming a worldwide leader in soap sales.<ref name=":0" /> As the focus of advertising shifted from the use of Hollywood starlets to a focus on everyday women, Lux Soap declined in sales and was removed from the shelves in the 1990s. Lever Brothers shifted their focus to another soap, [[Dove (toiletries)\|Dove]].<ref name=":0" />

	Lux Soap followed Colonial Great Britain to Zimbabwe, Africa, in the 1920s, but it took until the mid-20th century before Africans became familiar with toilet soap, and few used it.~~<~~ref name=":2"~~>~~{{Cite book\|last=Burke\|first=Timothy\|title=Lifebuoy men, lux women : commodification, consumption, and cleanliness in modern Zimbabwe\|date=1996\|publisher=Duke University Press\|isbn=0-8223-1753-2\|location=Durham\|oclc=33282205}}~~<~~/ref~~>~~ In the 1940s Lever Brothers began mass advertising for Lux, introducing their product as a soap associated with glamour and intelligence, and started using existing advertisements of international celebrities endorsing their products.~~<~~ref name=":2" /~~>~~ Lever Brothers began to offer different colored bars other than white and used depictions of African people with slogans that insinuated intelligent people used only Lux Soap.~~<~~ref name=":2" /~~>~~ In the 1960s and 1970s Lux Soap advertising shifted back to emphasizing glamour but this time used local models and singers instead of international stars.~~<~~ref name=":2" /~~>~~		Lux Soap followed Colonial Great Britain to Zimbabwe, Africa, in the 1920s, but it took until the mid-20th century before Africans became familiar with toilet soap, and few used it.<ref name=":2">{{Cite book\|last=Burke\|first=Timothy\|title=Lifebuoy men, lux women : commodification, consumption, and cleanliness in modern Zimbabwe\|date=1996\|publisher=Duke University Press\|isbn=0-8223-1753-2\|location=Durham\|oclc=33282205}}</ref> In the 1940s Lever Brothers began mass advertising for Lux, introducing their product as a soap associated with glamour and intelligence, and started using existing advertisements of international celebrities endorsing their products.<ref name=":2" /> Lever Brothers began to offer different colored bars other than white and used depictions of African people with slogans that insinuated intelligent people used only Lux Soap.<ref name=":2" /> In the 1960s and 1970s Lux Soap advertising shifted back to emphasizing glamour but this time used local models and singers instead of international stars.<ref name=":2" />

	==See also==		==See also==

Santosh pathak at 13:37, 2 December 2025

2025-12-02T13:37:30Z

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{{Short description|Beauty brand marketed by Unilever}}
{{EngvarB|date=September 2017}}
{{Use dmy dates|date=September 2017}}
{{Multiple issues|
{{more citations needed|date=January 2012}}
{{essay-like|date=January 2012}}
{{advert|date=January 2012}}
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{{Other uses|Lux (disambiguation)}}
{{infobox brand
| name = LUX
| logo = LUX (soap) logo.png
| image =
| caption = LUX logo.
| type = Personal care
| currentowner = [[Unilever]]
| origin = United Kingdom
| introduced = {{Start date and age|df=yes|1925}}
| discontinued =
| related =
| markets =
Worldwide| previousowners =
| trademarkregistrations =
| ambassadors =
| tagline =
| website = {{URL|lux.com}}
|producedby=[[Hindustan Unilever]]<ref>{{Cite web|title=Lux|url=https://www.hul.co.in/brands/personal-care/lux.html|access-date=2021-04-10|website=Hindustan Unilever Limited website|language=en}}</ref><br>[[Unilever Sri Lanka]]<ref>{{Cite web|title=Lux launches Star Soap Collection|url=https://www.unilever.com.lk/news/press-releases/2015/lux-launches-star-soap-collection.html|access-date=2021-04-10|website=Unilever Sri Lanka|language=en}}</ref><br>[[Unilever Pakistan]]<ref>{{Cite web|title=Lux|url=https://www.unilever.pk/brands/our-brands/lux.html|website=Unilever Pakistan website|language=en}}</ref>}}

'''<span lang="th" dir="ltr">LUX</span>''' is a global brand developed by [[Unilever]]. The range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. Lux started as "Sunlight Flakes" [[laundry soap]] in 1899.

As of 2009, Lux revenue was estimated at €1 billion.

Lux is marketed primarily in [[Brazil]], [[India]], [[Thailand]] and [[South Africa]].<ref>{{cite web | url=http://www.unilever.com/brands/personalcarebrands/lux/index.aspx | title=Lux – personal care brand of Unilever | url-status=dead | archive-url=https://web.archive.org/web/20101227093144/http://www.unilever.com/brands/personalcarebrands/lux/index.aspx | archive-date=27 December 2010 | df=dmy-all }}</ref>

Developed by Unilever, Lux (soap) is now headquartered in Singapore.

==History==

===Origins and history===
[[Image:Printads 20s.jpg|thumb|200px|left|''Lux'' Print ads – Early 20s]]
The brand was founded by the firm [[Lever Brothers]], now known as [[Unilever]], in 1899.<ref>"Our approach to sustainability". unilever.com. Retrieved 21 March 2015.</ref> The name changed from "Sunlight Flakes" to "Lux" in 1900.”

Lux toilet soap was launched in the United States in 1925 and in the United Kingdom in 1928. Subsequently, Lux soap has been marketed in several forms, including handwash, shower gel and cream bath soap.

[[Image:Early beginnings.jpg|thumb|150px|''Lux'' beginnings]]

===Advertising History===
Lux Soap was introduced to America in 1925 by the Lever Brothers.<ref name=":0">{{Cite book|last=author.|first=Ward, W. Peter|url=http://worldcat.org/oclc/1104796443|title=The clean body : a modern history|date=November 2019|isbn=978-0-2280-0063-1|oclc=1104796443}}</ref> It was a white soap packaged in pastel colors designed to be comparable to the finer French soaps, but more affordable.<ref name=":1">{{Cite book|last=Sivulka|first=Juliann|url=https://www.worldcat.org/oclc/46785266|title=Stronger than dirt : a cultural history of advertising personal hygiene in America, 1875-1940|date=2001|publisher=Humanity Books|isbn=1-57392-952-2|location=Amherst, N.Y.|oclc=46785266}}</ref> The Lever Brothers used a marketing company named the Thompson Agency to create a marketing scheme for Lux Soap's release, and first found success by stressing the different attributes of the soap to meet consumer needs. Some of the attributes pointed out were fragrance, lather, and how long the bar lasts. Lux Soap was often advertised with exotic drawings and associated with sophistication and luxury primarily aimed towards women. Once Lux Soap began its national campaign in 1926, it was also advertised for men and children.<ref name=":1" /> The Thompson agency then began a campaign to make in 1928 to get endorsements from Hollywood actresses, by sending 425 actresses cases of Lux Soap. It received 414 endorsements in return, leading them to claim that 9 out of 10 stars in Hollywood use Lux Soap.<ref name=":1" /><ref name=":0" /> The use of endorsements by Hollywood starlets was a tremendous success for both Lux Soap, the actresses, and the studios. In 1933, advertisements claimed that Lux Soap was used by 686 out of 694 more well known actresses.<ref>{{Cite book|last=Segrave|first=Kerry|url=https://www.worldcat.org/oclc/57515046|title=Endorsements in advertising : a social history|date=2005|publisher=McFarland & Co|isbn=0-7864-2043-X|location=Jefferson, N.C.|oclc=57515046}}</ref> Lux Soap's Hollywood campaign along with its many other advertising efforts, would assist Lux Soap in becoming a worldwide leader in soap sales.<ref name=":0" /> As the focus of advertising shifted from the use of Hollywood starlets to a focus on everyday women, Lux Soap declined in sales and was removed from the shelves in the 1990s. Lever Brothers shifted their focus to another soap, Dove.<ref name=":0" />

Lux Soap followed Colonial Great Britain to Zimbabwe, Africa in the 1920s, but it took until the mid 20th century before Africans became familiar with toilet soap and few used it.<ref name=":2">{{Cite book|last=Burke|first=Timothy|url=https://www.worldcat.org/oclc/33282205|title=Lifebuoy men, lux women : commodification, consumption, and cleanliness in modern Zimbabwe|date=1996|publisher=Duke University Press|isbn=0-8223-1753-2|location=Durham|oclc=33282205}}</ref> In the 1940s Lever Brothers began mass advertising for Lux, introducing their product as a soap associated with glamour and intelligence, and began using existing advertisements of international celebrities endorsing their products.<ref name=":2" /> The advertising shifted in the 1950s emphasizing intelligence rather than beauty. Lever Brothers began to offer different colored bars other than white and used depictions of African people with slogans that insinuated intelligent people used only Lux Soap.<ref name=":2" /> Finally, in the 1960s and 1970s Lux Soap advertising shifted back to emphasizing glamour but this time used local models and singers instead of white international stars.<ref name=":2" /> Lux soap is still sold as a beauty product in Africa today. [[Image:Lux stars2.jpg|thumb|130px|''Lux'' 9 out of 10 stars use Lux]]

===1928–1940 ===
LUX was launched in the UK, India, Argentina, and Thailand. The brand concentrated on building its association with movie stars and their use of the product.

In 1931, Lux launched a ''I am over 31'' campaign, which focused on older stars. The series of print ads had stars talking about preserving youthful skin in jars.

[[Image:Lux youthful.jpg|thumb|100px|left|''Lux'' Romancing the consumer, [[Deanna Durbin]]]]

===1940s and 1950s===

Lux used actresses as spokesmodels, including Ronald Reagan, [[Deanna Durbin]] and [[Deborah Kerr]].

[[Image:Lux romancing.jpg|thumb|150px|''Lux'' Romancing the brand]]

===1960s ===

Brand spokeswomen included [[Sandra Dee]], [[Diana Rigg]], [[Samantha Eggar]], [[Audrey Hepburn]], [[Cyd Charisse]], [[Debbie Reynolds]], [[Kim Novak]], [[Doris Day]], and [[Barbara Rush]].

The brand also moved forward with launching LUX in the Middle East.

===1970s===

Reflecting the shift in beauty trends in the 1970s, Lux stars included: [[Brigitte Bardot]] and [[Natalie Wood]].

===1980s===

Lux was launched in China at this time. [[Sophia Loren]], [[Raquel Welch]], and [[Cheryl Ladd]] were some celebrities used during this era.

In 1941 Leela Chitnis became the first Indian film star to endorse Lux soap brand.

In India, later [[Bollywood]] actresses, such as [[Madhubala]] [[Sharmila Tagore]], [[Hema Malini|Tim Conway, Hema Malini]], [[Parveen Babi]], [[Sridevi]], [[Shah Rukh Khan|Shahrukh khan]], [[Madhuri Dixit]], [[Rani Mukerji]], [[Aishwarya Rai]], [[Katrina Kaif]], [[Amisha Patel]], [[Kareena Kapoor]], [[kajal aggarwal]] [[Asin]], [[Deepika Padukone]] and [[Alia Bhatt]] have endorsed Lux soap.

===1990s – early 2000s===

In the 1990s, Lux used stars such as, Brazil's [[Malu Mader]] and [[Debora Bloch]].

This period launched product brand extensions with shower creams and gels, and Lux Super Rich Shampoo in Japan and China.

=== Lux Style Awards ===

In 2002, [[Pakistan]] created the [[Lux Style Awards]] to celebrate the [[Cinema of Pakistan|Pakistani film industry]].

===2000s===

In 2005, Lux partnered with actress Aishwarya Rai.

Since 2008, Lux has used the slogan “''Declare your beauty''.”

Lux products are manufactured at 71 locations with more than 2000 suppliers and associates providing the raw materials. It is marketed in Brazil, Pakistan, China, Bangladesh, and South Africa, and sells soap bars in India, Pakistan, Brazil, Saudi Arabia, Bangladesh, Thailand, and Vietnam.

===2017 to present===

In Indonesia, Lux used Maudy Ayunda as a spokesmodel. Lux sponsored an award show "Lux Sound of Women" about female musicians.

In India, Lux celebrates women with an annual "Golden Rose Awards" which joins together the female cinematic actresses in Bollywood.

==See also==
* [[Unilever]]

==References==
{{Reflist}}

==External links==
{{Commons category|Lux Soap}}
* {{Official website|www.lux.com}}
* [http://www.caressskin.com/ US Caress website]

{{Unilever}}

{{DEFAULTSORT:Lux}}
[[Category:Orkla ASA]]
[[Category:British brands]]
[[Category:Soap brands]]
[[Category:Unilever brands]]
[[Category:Products introduced in 1899]]