LUX is a global brand developed by

Unilever Unilever plc is a British multinational consumer goods company with headquarters in London, England. Unilever products include food, condiments, bottled water, baby food, soft drink, ice cream, instant coffee, cleaning agents, energy dri ...

. Lux is marketed primarily in

Brazil Brazil ( pt, Brasil; ), officially the Federative Republic of Brazil (Portuguese: ), is the largest country in both South America and Latin America. At and with over 217 million people, Brazil is the world's fifth-largest country by area ...

India India, officially the Republic of India (Hindi: ), is a country in South Asia. It is the List of countries and dependencies by area, seventh-largest country by area, the List of countries and dependencies by population, second-most populous ...

Thailand Thailand ( ), historically known as Siam () and officially the Kingdom of Thailand, is a country in Southeast Asia, located at the centre of the Indochinese Peninsula, spanning , with a population of almost 70 million. The country is b ...

and

South Africa South Africa, officially the Republic of South Africa (RSA), is the southernmost country in Africa. It is bounded to the south by of coastline that stretch along the South Atlantic and Indian Oceans; to the north by the neighbouring coun ...

History

Origins and history

The brand was founded by the firm

Lever Brothers Lever Brothers was a British manufacturing company founded in 1885 by two brothers: William Hesketh Lever, 1st Viscount Leverhulme (1851–1925), and James Darcy Lever (1854–1916). They invested in and successfully promoted a new soap-making p ...

, now known as

, in 1899. Early beginnings

Advertising history

Lux Soap was introduced to America in 1925 by the Lever Brothers. It was a white soap packaged in pastel colors designed to be comparable to the finer French soaps, but more affordable. Once Lux Soap began its national campaign in 1926, it was also advertised for men and children. The Thompson agency then 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. In 1933, advertisements claimed that Lux Soap was used by 686 out of 694 more well known actresses. Lux Soap's Hollywood campaign along with its many other advertising efforts, would assist Lux Soap in becoming a worldwide leader in soap sales. 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. 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. 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. 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. 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.

References

External links

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US Caress website
{{DEFAULTSORT:Lux Orkla ASA British brands Soap brands Unilever brands Products introduced in 1899