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| tagline = | | tagline = | ||
| website = {{URL|https://www.lux.com/|lux.com}} | | website = {{URL|https://www.lux.com/|lux.com}} | ||
|producedby=[[Hindustan Unilever]] | |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]]. | 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. | 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. | 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. | 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. | 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== | ||
Latest revision as of 09:58, 22 March 2026
 | This article is missing information about the history of Lux in modern times. (December 2021) |
_logo.png){kind=logo} | |
| Product type | Personal care |
|---|---|
| Owner | Unilever |
| Produced by | Hindustan Unilever[1] Unilever Sri Lanka[2] Unilever Pakistan[3] |
| Country | United Kingdom |
| Introduced | 1899 |
| Markets | Worldwide |
| Website | lux.com |
Lux is a global personal care brand developed by Unilever.
Lux is marketed primarily in 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.[4]
History[edit | edit source]
Origins and history[edit | edit source]
The brand was founded by the firm Lever Brothers, now known as Unilever, in 1899.[5]
Advertising history[edit | edit source]
Lux Soap was introduced to America in 1925 by the Lever Brothers.[6] It was a white soap packaged in pastel colors designed to be comparable to the finer French soaps, but more affordable.[7] Once Lux Soap began its national campaign in 1926, it was also advertised for men and children.[7] 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.[7][6] Among the actresses who participated in the campaign was Louise Brooks, whose ads ran between 1928 and 1931.[8][9]
In 1933, advertisements claimed that Lux Soap was used by 686 out of 694 more well-known actresses.[10] Lux Soap's Hollywood campaign along with its many other advertising efforts, would assist Lux Soap in becoming a worldwide leader in soap sales.[6] 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.[6]
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.[11] 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.[11] 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.[11] 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.[11]
See also[edit | edit source]
References[edit | edit source]
- ↑ "Lux". Hindustan Unilever Limited website. Retrieved 10 April 2021.
- ↑ "Lux launches Star Soap Collection". Unilever Sri Lanka. Retrieved 10 April 2021.
- ↑ "Lux". Unilever Pakistan website.
- ↑ "Lux – personal care brand of Unilever". Archived from the original on 27 December 2010.
- ↑ "Our approach to sustainability". unilever.com. Retrieved 21 March 2015.
- ↑ 6.0 6.1 6.2 6.3 Ward, W. Peter (2019). The clean body : a modern history. McGill-Queen's Press - MQUP. ISBN 978-0-2280-0063-1. OCLC 1104796443.
- ↑ 7.0 7.1 7.2 Sivulka, Juliann (2001). Stronger than dirt : a cultural history of advertising personal hygiene in America, 1875–1940. Amherst, N.Y.: Humanity Books. ISBN 1-57392-952-2. OCLC 46785266.
- ↑ "Louise Brooks & Lux Soap - United States and Canada". Louise Brooks Society. Retrieved 25 July 2024.
- ↑ "Louise Brooks & Lux Soap - Elsewhere Around the World". Louise Brooks Society. Retrieved 25 July 2024.
- ↑ Segrave, Kerry (2005). Endorsements in advertising : a social history. Jefferson, N.C.: McFarland & Co. ISBN 0-7864-2043-X. OCLC 57515046.
- ↑ 11.0 11.1 11.2 11.3 Burke, Timothy (1996). Lifebuoy men, lux women : commodification, consumption, and cleanliness in modern Zimbabwe. Durham: Duke University Press. ISBN 0-8223-1753-2. OCLC 33282205.