The Disappearance Of 1960S Lux: A Fragrance Mystery

Lux soap has been marketed in several forms since its US launch in 1923, including hand wash, shower gel, and cream bath soap. The first iteration of the soap bar sold for 10 cents in the US and was advertised as being suitable for the face, hands, and bath. Fine fragrance has always been at the heart of LUX bath and body products.

Lux soap was first launched in 1923 by Lever Brothers

The soap has been marketed in several forms, including handwash, shower gel, and cream bath soap. Distribution began on a large scale in the US with the tagline ‘Made as fine as French Soap’. The advertisements offered consumers "a beauty soap made with the French method" at an affordable price, with the promise of smooth skin.

Initially, Lux campaigns educated users about its credentials as a laundry product. The shift in communication came through when the Lever Brothers conducted a contest and learned: women used Lux as toilet soap.

Since its US launch in 1923, Lux soap has been advertised by Marilyn Monroe, launched in over 100 countries and become the world’s No.1 fragrance skincare cleansing brand. Lux soap has been endorsed by the Skin Health Alliance (UK), the world’s leading skin health accreditation body, underscoring the robustness of its technology and the efficacy of its products.

Fine Fragrance has always been at the heart of LUX bath and body products. Through the years, LUX has partnered with world-class perfumers to deliver signature fragrances that women love to wear. Infused with clinically proven skin-perfecting ingredients and innovative formulas, LUX bath and body products are the foundation of a flawless skin glow.

Lux soaps have been marketed in several forms since

Since its US launch in 1923, LUX soap has been advertised by Marilyn Monroe, launched in over 100 countries and become the world’s No.1 fragrance skincare cleansing brand. Early in 1923, Lever Brothers – the company that went on to become Unilever – set out to create a richly fragranced but affordable toilet soap. LUX was the result. The first iteration of the soap bar sold for 10 cents in the US and was advertised as being suitable for the face, hands and bath. Advertising proudly stated that it was ‘made like the costliest French soaps’, offering a luxurious lather, accessible indulgence and exquisite scents.

Since its launch, Lux soap has been marketed in several forms, including handwash, shower gel, and cream bath soap. Distribution began on a large scale in the US with the tagline ‘Made as fine as French Soap’. The advertisements offered consumers "a beauty soap made with the French method" at an affordable price, with the promise of smooth skin. It highly reflected the product features like made with fine-texture and rich in fragrance. Initially, Lux campaigns educated users about its credentials as a laundry product. The shift in communication came through when the Lever Brothers conducted a contest and learned: women used Lux as toilet soap.

When the soap was first launched in India, the company targeted urban and semi-urban populations keeping the significance of ‘beauty of women’ and positioned itself as the ‘luxury soap affordable for all’ – the primary target audience being upper and middle-class population. During this era, Lux also launched campaigns featuring interviews up close and personal with stars, where the magazines and newspapers featured beauty secrets of vintage Bollywood heroines like Madhubala, Praveen Babi, Zeenat Aman, and more. The series of print ads had stars talking about preserving youthful skin. In order to reinvent itself with time and stay relevant amidst competition from brands like Pears and Nirma, Lux underwent rebranding often by changing its color and packaging.

Fine Fragrance has always been at the heart of LUX bath and body products. Through the years, LUX has partnered with world-class perfumers to deliver signature fragrances that women love to wear. Infused with clinically proven skin-perfecting ingredients and innovative formulas, LUX bath and body products are the foundation of a flawless skin glow. In 2024, all LUX soap bars worldwide were endorsed by the Skin Health Alliance (UK), the world’s leading skin health accreditation body, underscoring the robustness of our technology and the efficacy of our products. LUX is the only skin cleansing brand in Unilever to achieve this prestigious accreditation, a testament to the brand’s superior credentials and unwavering commitment to skincare.

Lux fragrances have persisted over time

Lux soap has been around since 1923 and has been marketed in several forms such as hand wash, shower gel, and cream bath soap. Lever Brothers, the company that went on to become Unilever, set out to create a richly fragranced but affordable toilet soap. The first iteration of the soap bar sold for 10 cents in the US and was advertised as being suitable for the face, hands and bath.

Fine fragrance has always been at the heart of LUX bath and body products. Through the years, LUX has partnered with world-class perfumers to deliver signature fragrances that women love to wear. Infused with clinically proven skin-perfecting ingredients and innovative formulas, LUX bath and body products are the foundation of a flawless skin glow. In 2024, all LUX soap bars worldwide were endorsed by the Skin Health Alliance (UK), the world’s leading skin health accreditation body, underscoring the robustness of our technology and the efficacy of our products.

Lux soap has been advertised by Marilyn Monroe, launched in over 100 countries and become the world’s No.1 fragrance skincare cleansing brand. Early in 1923, Lever Brothers – the company that went on to become Unilever – set out to create a richly fragranced but affordable toilet soap. The first iteration of the soap bar sold for 10 cents in the US and was advertised as being suitable for the face, hands and bath.

When the soap was first launched in India, the company targeted urban and semi-urban populations keeping the significance of ‘beauty of women' and positioned itself as the ‘luxury soap affordable for all’ – the primary target audience being upper and middle-class population. During this era, Lux also launched campaigns featuring interviews up close and personal with stars, where the magazines and newspapers featured beauty secrets of vintage Bollywood heroines like Madhubala, Praveen Babi, Zeenat Aman, and more. The series of print ads had stars talking about preserving youthful skin.

To bring this concept to life, LUX undertook an ambitious project to locate and test vintage LUX soaps, some of which date back to as early as 1938. After more than 500 hours of searching and over 75 days of procurement, these soaps were analysed by the esteemed Givaudan Perfumery School. The results were astounding. Descriptors like “very feminine but with a strong identity” and “beautiful scent, very opulent, sweet and floral” confirmed that the fragrances had stood the test of time – they were indeed ‘Still There’.

Lux bath and body products are clinically proven

Lux has been clinically proven to be the foundation of a flawless skin glow. The first iteration of the soap bar was sold for 10 cents in the US and was advertised as being suitable for the face, hands, and bath. Lux soap has been marketed in several forms, including handwash, shower gel, and cream bath soap.

Lux has been clinically proven to be the world's No.1 fragrance skincare cleansing brand. Lux soap has been advertised by Marilyn Monroe and launched in over 100 countries. Lux has been clinically proven to be the only skin cleansing brand in Unilever to achieve the Skin Health Alliance (UK) accreditation.

Lux has been clinically proven to be the brand's superior credentials and unwavering commitment to skincare. Lux has been clinically proven to be the brand that pioneered celebrity endorsements. Lux has been clinically proven to be the brand that has undergone rebranding often by changing its color and packaging.

Lux soaps are endorsed by the Skin Health Alliance (UK)

Lux soap has been marketed in several forms, including hand wash, shower gel, and cream bath soap. It was first launched in the US in 1923 and has since been advertised by Marilyn Monroe. It has been launched in over 100 countries and has become the world's No.1 fragrance skincare cleansing brand.

Lux soap was first launched in India in the 1960s and targeted urban and semi-urban populations. The company positioned itself as the 'luxury soap affordable for all'.

Lux soap has been endorsed by the Skin Health Alliance (UK) since 2024. The endorsement is a testament to the brand's superior credentials and unwavering commitment to skincare.

Lux soap has been infused with clinically proven skin-perfecting ingredients and innovative formulas. The soap is fine fragrance and has been delivered by world-class perfumers.

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