What is Lux soap known for?

Lux is known for its luxurious fragrance, smooth and moisturizing formula, and its strong association with Bollywood glamour and beauty.

Who owns the Lux brand?

Lux is owned by Unilever, one of the world’s largest consumer goods companies.

Why is Lux called the “beauty soap of film stars”?

Lux has historically featured popular Bollywood actresses in its advertisements, making it synonymous with celebrity glamour and aspirational beauty.

Which actresses have been part of Lux’s campaigns in the last decade?

Stars like Deepika Padukone, Kareena Kapoor, Priyanka Chopra, Alia Bhatt, and Anushka Sharma have all featured in Lux ads, each bringing their own style and reflecting changing ideas about beauty and femininity.

How has Lux adapted to the digital age?

Lux embraced influencer marketing by partnering with beauty bloggers and lifestyle creators on platforms like Instagram and YouTube, blending traditional Bollywood glamour with contemporary voices to stay relevant among younger consumers.

How can I get celebrities to promote my brand?

At Tring, we offer comprehensive solutions to help brands collaborate with celebrities and influencers who align with their values and target audience. Our services include identifying suitable personalities, managing negotiations, and overseeing endorsement campaigns to ensure your brand gains maximum visibility and credibility through trusted voices in the industry.

How Lux Built Its Legacy Through Bollywood Glamour

The Early Rise of Lux

Lux was launched in 1925 by the Lever Brothers. Originally introduced as a laundry soap in the UK in 1899 under the name "Sunlight Flakes," it evolved into a beauty soap named Lux. By the time it reached India in 1929, Lux had already gained international recognition.

Its early marketing emphasized quality, claiming it was "made like the costliest French soaps." This strategy positioned Lux as a premium product with luxurious lather and rich fragrances. Today, Lux is a global brand valued at over $1,365,451,788 (approximately 1.36 billion USD) as of 2023.

The Power of Endorsements

When Lux entered the Indian market, it chose a clever and visionary strategy. It associated itself with the most powerful icons of that era, Bollywood actresses. Cinema was quickly becoming a national obsession, and movie stars were seen as aspirational figures.

By positioning itself as "the beauty soap of film stars," Lux appealed to the emotions and desires of consumers. The idea was simple: if your favorite actress used Lux, you could also share a slice of her beauty and glamour.

The First Celebrity Endorsements

In the 1940s, when advertising was still new in India, Lux had already made a bold move. It featured actress Leela Chitnis, one of the earliest and most respected faces in Indian cinema. This marked the beginning of a long legacy of celebrity endorsements.

1950s: The Era of Madhubala

The 1950s saw Madhubala, one of Indian cinema's most enchanting actresses, become the face of Lux. Her delicate features and captivating screen presence helped cement Lux's identity as a luxurious beauty brand. Her ads were simple but effective, often showing her in elegant poses while talking about the secret to her radiant skin.

1960s–70s: Golden Age Glamour

During the 60s and 70s, Lux continued to ride the wave of cinema's growing popularity. Actresses like Waheeda Rehman, Saira Banu, Parveen Babi, and Simi Garewal became brand ambassadors. These stars each brought a different personality to the Lux image: grace, modernity, charm, and elegance. Lux was not just a soap anymore; it was a symbol of the changing face of Indian womanhood.

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1980s: Bold and Beautiful

The 1980s introduced a new wave of leading ladies like Hema Malini, Zeenat Aman, Poonam Dhillon, and Rati Agnihotri. Lux ads during this period leaned into the themes of strength and sophistication. These stars embodied both beauty and confidence. The visuals were more vivid, and storytelling in the ads became more cinematic.

1990s: Connecting With a New Generation

As India opened up to economic liberalization, Lux adapted by choosing stars who represented the evolving aspirations of Indian women. Juhi Chawla, Madhuri Dixit, Sridevi, and Karisma Kapoor were among the top faces. Their Lux campaigns were vibrant, energetic, and more personal. These actresses spoke directly to the camera, sharing what made them feel beautiful and confident. The messaging was clear: beauty was for every woman.

2000s to Present: Beauty Meets Empowerment

Over the past two decades, Lux has leaned into the idea of beauty as a form of self-expression and empowerment. Celebrity endorsements have not only kept the brand culturally relevant but have also helped it evolve with the times.
In the early 2000s, Lux’s communication began shifting from highlighting specific skin benefits to tapping into a deeper emotional space. The campaign, "LUX brings out the star in you", bridged the gap between aspirational icons and everyday women. Beauty was no longer just about appearance—it was about the confidence that radiated from within.

By 2005, Lux took this further with its “Play with Beauty” philosophy, encouraging women to embrace and celebrate their femininity.

Aishwarya Rai: Global Grace

By choosing Aishwarya Rai as their brand ambassador in the early 2000s, Lux significantly boosted its popularity and appeal. Her global beauty and elegant poise perfectly aligned with the brand’s image, attracting a wider audience and reinforcing Lux as a symbol of timeless charm and royalty. This strategic celebrity endorsement contributed to the brand’s strong market performance. For example, in 2001, Hindustan Unilever (HUL) saw a 25% increase in net profit compared to 2000. While exact figures for Lux alone aren’t available, the company’s overall growth and the success of power brands like Lux suggest that Aishwarya’s association helped drive this profitable period for the brand.

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Katrina Kaif: The Allure of Elegance

In a different LUX Purple Lotus & Cream ad, Katrina walked into a crowded party. With just a brush of contact, she left a lingering fragrance that turned heads. This campaign was sensual yet elegant, reinforcing the allure associated with Lux.

Breaking the Mold with Shah Rukh Khan

In 2005, Lux surprised everyone by featuring Shah Rukh Khan in its campaign alongside four legendary actresses, Hema Malini, Sridevi, Juhi Chawla, and Kareena Kapoor. This bold move shifted the usual gender focus of beauty ads by putting a male star at the center, celebrating timeless beauty across generations. The campaign created a huge buzz, visible in a clear spike in Google Trends that year. It generated widespread hype, boosted Lux’s brand visibility, and marked a fresh, innovative approach in beauty advertising.

It was the brand's 75th anniversary, and the campaign challenged norms while celebrating its legacy. Though controversial at the time, it was widely discussed and admired. Shah Rukh later became the host of the Lux Golden Rose Awards, an event celebrating female achievers. He became the brand's only male ambassador, proving that beauty and admiration are not confined to gender.

Priyanka Chopra: Power and Presence

Priyanka’s Lux campaigns for LUX Peach & Cream emphasized individuality and self-assurance. Her screen presence added glamour and strength to the brand, reflecting a generation that was redefining beauty on its terms.

Deepika Padukone: Breaking Stereotypes

One of the memorable campaigns starred Deepika Padukone, focusing on how women are often told to behave in a certain way. The ad broke stereotypes and encouraged women to embrace who they are, starting their day with self-love. Lux soap became a daily ritual of confidence.

Celebrating Timeless Beauty with a Golden Touch

This Lux campaign brought together timeless faces, Sharmila Tagore, Kareena Kapoor, and others, celebrating decades of beauty and charm. It wasn’t just about nostalgia; it was about turning that legacy into something interactive. By offering consumers a chance to win a golden coin, Lux added a reward element to its storytelling. The idea was simple but effective: honour the stars people admire, and make them feel part of the magic. It was a smart move that blended emotion, aspiration, and engagement.

Alia Bhatt: Celebrating Sisterhood

In a heartwarming ad, Alia featured alongside Kareena and Deepika, where they wrote letters to one another, appreciating each other’s journeys and celebrating mutual respect and admiration. It portrayed female solidarity in the entertainment world, showing how success can be shared.

Saif & Kareena Light Up LUX’s Charm

LUX brings back the magic of romance with Saif and Kareena. In a charming candlelight dinner setting, Saif is left spellbound by Kareena’s radiance. Captivated, he gently blows out the candle and says, “Chand yaha hai toh roshni ki kya zarurat?” When the moon is here, who needs any other light?

Anushka Sharma: Romance and Radiance

Anushka also featured in a campaign with Virat Kohli, where he compares her glow to the moon and says, "Chand pe toh daag hai, par mera chand bedag hai." This ad played on emotions, blending romance with admiration, and subtly associating Anushka's radiance with the use of Lux.

Lux Embraces Change with Suhana Khan

Suhana Khan was recently featured in a campaign for Lux’s new body wash. As consumer preferences continue to evolve, there's a noticeable shift from traditional soap bars to body washes, especially among younger audiences. To stay relevant and resonate with this modern demographic, Lux collaborated with Suhana Khan, an emerging youth icon, for the launch of their latest product. The campaign highlights Lux’s commitment to innovation while maintaining its legacy of elegance and charm.

Over the years, celebrity endorsements have helped Lux not only remain a top-of-mind brand but also shape cultural conversations around beauty and femininity. From elegance and empowerment to fragrance and fun, Lux’s association with the biggest names in entertainment has played a vital role in shaping the brand’s aspirational identity.

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Adapting to the New Age: Influencer Marketing

Lux has not remained in the past. It has continuously evolved to keep up with the times. Today, the brand has embraced influencer marketing to connect with younger audiences across platforms like Instagram and YouTube.

Beauty bloggers, content creators, and lifestyle influencers are now a part of Lux's digital strategy. They share personal experiences, demonstrate product usage, and create relatable content. This modern touch has helped Lux remain relevant in a market flooded with new-age skincare brands.
By mixing traditional glamour with contemporary voices, Lux has maintained its position as a go-to beauty soap.

The Impact of Celebrities on LUX

Built on Star Power - LUX has long been known as the soap of film stars, creating a strong emotional connection between the brand and its audience by associating with some of the biggest names in Indian cinema. This unique positioning helped LUX stand out in a crowded market, making it synonymous with glamour and elegance.
Celebrities as Brand Identity - Throughout the decades, legendary actresses like Madhubala, Hema Malini, Sridevi, Aishwarya Rai, Deepika Padukone, and recently Suhana Khan have been the face of LUX. Their association added credibility, beauty, and aspirational value to the brand, making consumers feel closer to their favorite stars.
Memorable & Aspirational Campaigns - LUX’s advertising campaigns are famous for their visually rich storytelling and iconic moments that resonate with viewers. These ads are not just about promoting a product but about creating a dreamlike aura around beauty and luxury that audiences aspire to.
Priyanka Chopra Festive Ad 2009 - One clear example of celebrity impact is the 2009 Diwali campaign featuring Priyanka Chopra. This festive ad captured the essence of celebration and elegance, resulting in a significant spike in brand awareness and sales during that period. It demonstrated how a well-crafted campaign with the right celebrity can drive tangible business growth.
Celebrities Shaped LUX’s Legacy - The continued partnership with celebrities has been a key factor in maintaining LUX’s position as a premium beauty brand. These collaborations have gone beyond simple endorsements to become an integral part of the brand’s story, helping LUX stay relevant and aspirational in an evolving market.

Conclusion

Lux, owned by Unilever, continues to be one of the top-selling beauty soap brands in India. With an estimated revenue of Rs. 2000 crore, its success story is deeply rooted in its connection with film and fame.

By partnering with generations of iconic celebrities and adapting to modern platforms, Lux has created a brand legacy built on beauty, empowerment, and timeless appeal. It has shown how powerful storytelling and the right faces can elevate a product from a bathroom shelf to a cultural symbol.
Even after nearly a century, Lux remains the beauty soap of film stars and everyday dreamers alike.

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