Page 5 - Ad booklet Trial

EVOLUTION

Introduced to consumers in the US in 1925 and the UK in

1928, Lux Soap has since been sold in various formats,

including handwash, shower gel, and cream bath soap.

Brilliant location and astute advertising played a significant

role in those early days. The tagline "made as fine as French

Soap" immediately set it apart, given that France is the

Western hub of everything upscale and fashionable.

Lux Soap has long been associated with movie stars,
recognizing them as the new-world monarchy. In 1929, the

brand's classic advertisement featured 26 of the most

prominent female stars of the day, profoundly affecting their

target market of moviegoers. Lux started the practice of

celebrity product endorsements, and the celebrities

interacted with their fans, gained their trust, and divulged

their beauty secrets.

Lux Soap's colours and packaging underwent numerous

changes to match changing fashions from the 1930s until the

1970s. In 1958, the range of soap colours was pink, white,
blue, green, and yellow. In the 1990s, Lux introduced its

moisturizing bars, liquid soaps, and shower gels. In 1934, Lux

Soap was introduced in India, with Leela Chitnis, an actress,

serving as the soap's brand ambassador in the first

commercial. People used the phrase "beauty soap of film

stars" to refer to it.