Saturday 6 August 2011

Early beginnings


In early 2000, the focus shifted from specific skin benefits to a stronger emotional space. The brand provided the link between the aspirational role models and real life with the campaign, ‘Lux brings out the star in you’. The 
benefit was now more than just beauty, it was also about the confidence that comes from beautiful skin.
In 2005, Lux encouraged women to celebrate and indulge their femininity with the “Play with Beauty” philosophy, with stars like Aishwarya Rai. The brand connected with consumers to take a more ‘active’ stance on beauty.
From 2008, building off the brand’s root strengths, focus has shifted to beauty (vs. femininity), appealing to consumers’ fantasies and aspirations. Lux believes that ‘beauty is a female instinct that shouldn’t be denied’ and showcases the pleasure that every woman enjoys from using her beauty, encapsulating that idea in a simple phrase: Declare your beauty.
In the 90s, Lux moved from generic beauty benefits to focus on specific benefits and transformation. More emphasis on functionality and variant associations with different skin types as well as mention of ingredients. The communication was far more regional specific and localized, using stars like Malu Mader and Debora Bloch.
Today, LUX is growing in key markets in Brazil, USA, China, Bangladesh and South Africa, and is a market leader in India (for soap bars), Brazil, Saudi Arabia (for soap bars), Bangladesh and Thailand.
This period launched product brand extensions Shower Cream and Gels and Lux Super Rich Shampoo in Japan and China

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