Page 4 - Ad booklet Trial

EVOLUTION

In 1925, Lever Brothers brought Lux Soap to America, a

white soap that packed a punch in pastel colours. The

intention was to create a luxurious and affordable soap,

akin to the more expensive French soaps. The nationwide

advertising campaign of Lux Soap in 1926 targeted not

only women but also children and men. Mailing 425

actresses cases of Lux Soap, the Thompson agency

launched a memorable campaign in 1928, securing

endorsements from Hollywood actresses. The result was

414 endorsements, with 9 out of 10 Hollywood

celebrities asserting that they use Lux Soap.

The Latin word for "light" also served as a chic derivation

of the term "luxury," with its own line of soap products,

ranging from cosmetic soaps, shower gels, bath

additives, hair shampoos, and conditioners. From its

humble beginnings as "Sunlight Flakes" laundry soap in

1899 to its groundbreaking development as the first

mass-market toilet soap in the world in 1925, Lux Soap

has come a long way.