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.............................. Lux
Logo and Trademark..............................
Lux soap was first launched in 1916 as a laundry soap targeted specifically at 'delicates'. Lever Brothers encouraged women to home launder their clothes without fear of satins and silks being turned yellow by harsh lyes that were often used in soaps at the time. The flake-type soap allowed the manufacturer some leeway from lye because it did not need to be shaped into traditional cake-shaped loaves as other soaps were. The result was a gentler soap that dissolved more readily and was advertised as suitable for home laundry use. Lux is currently a product of Unilever.
Lux toilet soap was introduced in 1925 as a bathroom soap. The name 'Lux' was chosen as a play on the word "luxury." 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".
Since the 1930s, many well-known Hollywood actresses have marketed the soap to women as a beauty enhancer. Advertisements have featured Dorothy Lamour, Joan Crawford, Cheryl Ladd, Jennifer Lopez, Elizabeth Taylor, Demi Moore, Sarah Jessica Parker, Catherine Zeta-Jones, and Marilyn Monroe, among others.
Today, the brand is still heavily advertised in India using Bollywood stars. 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.
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.
Lux soap was known for sponsoring several popular radio series in the 1930s and 1940s including Lux Radio Theater and the Life and Love of Dr. Susan, an early soap opera. 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.
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