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L ux - t he big gest beaut y brand in B angladesh , has ret ained it s leadership t hrough str ong different iat ion and
consistently sharp positioning on beauty & stardom, No soap brand could claim to be more aspirational for the
Bangladeshi consumers than Lux - ' the beauty soap of super stars'.
Lux, with its promise to turn ordinary girls into stars, launched a reality TV show "Lux Channel i Super Star",
which has be en running suc ces sfully since 2005. I n 2009, the show received the award for the "Best I ntegrated
Marketing Campaign" in Bangladesh.
Market
"Beauty, glamour & stardom" - this is the cherished
dream of every woman. Every woman wants to
look & feel beautiful. For years, Lux has been
beautifying the women of Bangladesh and has
turned itself into the biggest beauty brand.
Achievements
Product
Recent developments
In 2007, Lux re-launched its brand proposition on
"Play with beauty" brand philosophy based on the
brand essence of "Unapologetically feminine". "Play
with Beauty" represents the brand philosophy of
Lux. It encourages women to celebrate their own
beauty and never deny themselves of this basic
feminine instinct. Lux invites women to set free
their inner spirits into the world of beauty and play
with it. Lux believes there are no ugly women only
lazy ones. Lux encourages women to enjoy the
process of beauty without constraining themselves.
This was launched with the global beauty balloon
campaign featuring Aishwarya Rai as the brand
ambassador.
Lux soap range was relaunched in 2010 with
"beauty oil drop" for "Satin Soft Skin". For this
communication Katrina Kaif was casted as the brand
ambassador. All these created an experience in
pampering indulgence and luxury designed for
every woman to "behave beautiful".
Promotion
Lux campaigns have wooed millions of hearts over
the decades. Popularly know as the beauty soap of
film stars, Lux has been an intimate partner of the
brightest stars on the silver screen for decades. An
ode to their beauty, an announcer of their stardom,
advertising campaigns on Lux have featured film
stars across the nation, promising their beauty to
ordinary women.
In Bangladesh, almost all of the beautiful faces in
media from different generations have been
associated with Lux over the years. To name a few
are Doyel, Champa, Suborna Mustafa, Nipa, Shakila
Zafar, Bipasha Hayat, Afsana Mimi, Shomi Kaiser,
Mou, Kushum Shikder and Aupi Karim.
However, this star depended communication was
slowly seen to be losing relevance, as consumers
were beginning to question if the film stars actually
used the brand. Thus, for the first time the film star
was used as a communication device and not as the
main feature of the ad. With the new
communication strategy, the film star is used purely
as a communication device to portray star quality in
every Lux user.
The idea - bring out the star in you - puts the
consumer at the heart of the brand's promise. This
promise grows beyond the functional deliverables
of soap, beyond bathing and the bathroom to the
world outside. It's a world where with Lux on her
side an ordinary woman can impact her world with
her own star quality.
Brand value
History
1929
Lux soap was
launched in South
Asia in 1929 with the
very first
advertisement
featuring Leela Chitnis.
Since then
many other gorgeous
faces of the silver
screen have come out
in the open with their
beauty secret - Lux.
1964
In Bangladesh, the first bar
of Lux was made in 1964 in
its Chittagong Kalurghat
Factory and all the beautiful
faces of Bangladesh media
have been proudly
associated with Lux since
then.
Popularly known as 'the
beauty soap of super stars',
Lux has been a favorite with
generations of users for the
experience of sensuous,
luxurious bathing.
shapes, nourishing
ingredients and fragrances.
However, each of the soaps
consistently delighted the
consumers with the same
benefit of beautiful skin and
aspiration to look and feel
beautiful.