Lux a Case Study

Lux : Celebrating Beauty
Brand : Lux
Company: HLL
Agency : JWT

Brand Count :190
Lux is a super brand that celebrated beauty across the world since 1925. The soap which was endorsed by the beautiful film stars came to India in 1929. Lux has been the largest selling personal wash brand in the country.

Lux has effectively managed its PLC through careful brand building and changing the product in line with the changing consumer. The brand is being positioned as the favorite soap of Film stars has been consistent interms of communication and positioning. The brand is also the classic example of successful celebrity endorsement. The first celebrity to endorse the brand was Leela Chitnis . From Leela to Aishwarya , From Madhuri to Madhubala, Lux has been endorsed by more than 50 film stars ( a sort of record isn't it). But in all these communications, the celebrity never shadowed the brand.

Lux was always changing with the times. Whether it be interms of the product or interms of promotions, the brand kept the consumers excited. Lux has two basic extensions interms of segments. Lux beauty soap and International Lux.
Lux was initially a premium brand. Lux was being projected as an aspirational brand and the endorsements by stars further reinforced the positioning. The increasing competition in the soap category forced Lux to rethink on its targeting strategy. The brand had a choice either to compromise on market share and uphold the premium positioning or to retain the market share and dilute the positioning. Lux wanted to ensure that the brand be positioned as premium but also did not wanted to compromise on the share. Thus born International Lux which is the premium variant and the affordable segment was catered by Lux beauty soap.
Lux beauty soap is available in Four variants : Exotic Flower Petals,Fruit Extracts,Almond and Sandal. Lux has a common ingredient of Milk cream in all the variants.

Although the brand enjoyed success and has sustained its...
  • Lux- Case Study
    BEAUTY BELOW THE LINE A CASE STUDY ON UNILEVER BANGLADESH . Summary: ... values come alive. In the activation LUX has arranged different types of campaign for...
  • Case Study Galeries Lafayette
    Case Study: Galeries Lafayette Profile, History, and Status Quo In 1893, Théophile Bader founded Galeries Lafayette; in 1912, the famous flagship department...
  • “Popular Of Consumer Goods In Rural Market --a Case Study Of Ghaziabad District”.
    CASE STUDY OF GHAZIABAD DISTRICT. Present research paper entitled POPULARITY OF CONSUMER GOODS IN RURAL MARKET A CASE STUDY ... like, Lux, Rexona, Hamam...
  • Hll Case Study
    HLL Juggernaut- The dilemma of Growth [pic] This case study has been developed by Rajan Saxena Vice chancellor NMIMS University for class room discussion...
  • Cavinkare Case Study
    Case Study | CavinKare Private limited: Serving Low Income Consumers | | Submitted to: Dr. Rohit Singh (Module Leader) | | Submitted by: | Namit...