Case Study of Lux

Case study of Lux  by V S Rama Rao on April 2, 2011

Lux toilet soap was introduced in 1925 as bathroom soap. The name Lux was chosen for its play on the word luxury. Lux has been marketed in several severa l forms, including bar and flake and liquid (hand wash, shower gel and cream bath soap). soap). Lux soap soap was launched in India in 1929. It was  branded in India as the t he beauty soap of film stars. Lux has been a favourite with generations of users for the experience o f sensuous luxurious  bathing. Since its launch in India, Lux has offered a range o f soaps in different colours and fragrances. Lux is truly an international brand that believes in beauty and has always celebrated it. Beauty according to Lux is glamorous, sophisticated and luxurious. Lux believes in a wo man taking  pleasure in herself. Lux does not hold a mirror up to its consumers, it shows the way and it tells stories about the consumer realizing their most beaut iful iful ideal self. It reco gnizes that wanting to look and feel beaut iful iful is one of o f the most fundamental human motivations. Lux believes that beauty should not be hidden. Lux knows better than any other brand about the  beauty of a woman. wo man. It knows that when a woman wo man feels beautiful she looks beautiful. The personal wash is a highly penetrated market. Consumption lags even in South Asian countries like Indonesia. The market has been stagnant over the last four years and the low entry  barriers have led to intense competition co mpetition between national and local brands. Lux is the largest personal personal wash brand in the country with with a market share of 17%. Three in every five Indian consumers use Lux during du ring the course of the year. This strong association with the consumers has led to Lux becoming one of the most trusted brands in the country. No soap  brand can claim to be more aspirational for the Indian consumer than Lux ± the beauty soap of  film stars. The last three years have seen Lux continue to grow far ahead of the market. A key initiative has been the launch of Mini Lux ± strategically priced to bring it within the reach of  300 million rural consumers. The introduction of new perfume and in gradient variants addressing the new benefit segment has been the growth driver. d river.

Lux has beauty offerings in two of the four market segments ± popular and premium ²  spanning the needs of varied consumers. Lux toilet soap in the p opular segment has in the past four years offered its consumers a variety of nourishing ingredients ± rose extracts, almond oil, milk cream, fruit extracts and honey which are known to harbour the secrets of incredibly flawless skin. At the upper end of the market is the premium range which continues to offer specialized skin care to its consumers in the form of International Lux ± a range of moisturizing deep cleaning, and sunscreen soaps. Keeping in tune with the changing times it has launched Lux body wash which offers superior bathing pleasure. After the overwhelming success of the Har Star Lucky Star , promotion to mark the completion, of 75 years in India, Lux brings to its consumers three unique offers ± the Lux Celebration Range. This range is a set of three exclusive variants ± Aromatic Glow, Chocolate Seduct ion and Lux white Spa body wash containing exotic ingredients never seen in the Indian market before. Chocolate Seduction Rich with cocoa cream and strawberry vitamins, this special offering from Lux nourishes the skin and leaves it looking very attractive. The chocolate smell and colour is highly enticing and the name Chocolate Seduction builds on this attribute of the soap. Aromatic Glow Containing Lotus extracts and aromatic oils, this special offering from Lux has a beautiful fragrance and makes the skin glow. This range is being specially offered at t he same price as other Lux variants. Down the ages every leading film star has been a Lux St ar. Right from its first Indian star Leela Chitnis, Lux has featured the likes of Madhubala, Madhuri Dixit, Karisma, Aishwarya and now Kareena, who have all endorsed the goodness of Lux. It is probably the only brand that has the endorsement of nearly 50 Indian film stars. Even Shah Rukh Khan has endorsed Lux saying ³Aaj mein aapko batenwala hoon meri khubsuratein ka raaz ± Lux.´ th

Across India, the four new variants of lux, in a special 75 year commemorative celebration  packs, are endorsed by dream girl Hema Malini, beautiful Juhi Chawla, stylish Kareena and sensuous Sridevi. They all come together in the new Lux ad with the first Indian male star Shah Rukh Khan. At this historic moment, stars are celebrating along with the co nsumers as they will get to be a  part of the action with the Har Star Lucky Star promotional activity. This will probably go down in history as the only promotional activity where every consumer is a winner.