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Lux is a global brand that was founded by Lever Brothers, now known as Unilever, in 1899. Lux soap was introduced to America in 1925, and was a white soap packaged in pastel colours, designed to be comparable to French soaps but more affordable. In 1928, the brand began a campaign to get endorsements from Hollywood actresses, and it received 414 endorsements, leading them to claim that 9 out of 10 Hollywood stars used Lux soap. Since its launch, Lux has been advertised by celebrities including Marilyn Monroe, and has become the world's No.1 fragrance skincare cleansing brand. The brand is known for its fine fragrances and skin-loving formulas, and has empowered women to find strength in their beauty.
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What You'll Learn
- Lux soap was introduced to the US in 1923 or 1925, priced at 10 cents
- The brand was founded by Lever Brothers, now known as Unilever
- Lux was originally advertised as a laundry product
- Lux pioneered celebrity endorsements, claiming that 9 out of 10 Hollywood stars used it
- The brand is committed to fighting sexism and empowering women
Lux soap was introduced to the US in 1923 or 1925, priced at 10 cents
Lux soap was introduced to the US in 1923 or 1925, depending on the source, priced at 10 cents. The soap was the brainchild of the Lever Brothers (now Unilever), who aimed to create a richly fragranced yet affordable toilet soap. The result was a white soap, packaged in pastel colours, designed to be comparable to the finest French soaps but at a more accessible price point.
The first iteration of the soap bar was advertised as suitable for the face, hands, and bath, with a luxurious lather and exquisite scent. This messaging was conveyed through advertising that stated it was 'made like the costliest French soaps', offering 'accessible indulgence'. The brand name 'Lux' was chosen for its multiple advantages: it is short and memorable, and it means 'light' in Latin, relating to 'Sunlight', the original name of the soap flakes produced by Lever in England.
Lux's Hollywood campaign, which began in 1928, was instrumental in its success. The brand's agency sent cases of Lux soap to 425 actresses, receiving 414 endorsements in return. This led to the claim that 9 out of 10 Hollywood stars used Lux soap, with famous names such as Louise Brooks and, later, Marilyn Monroe, Elizabeth Taylor, and Audrey Hepburn, fronting campaigns.
Since its launch, Lux has continued to focus on fragrance, partnering with world-class perfumers to create signature scents that women love. The brand has also expanded its range to include bath and body products, with a commitment to skin-loving formulas, and has been endorsed by the Skin Health Alliance for its soap bars. Lux has become a global brand, marketed in over 100 countries, and is particularly popular in South Asian countries such as India, Bangladesh, and Pakistan.
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The brand was founded by Lever Brothers, now known as Unilever
However, several factors contributed to Lux's transformation into a major product for home laundry. Firstly, more American women began wearing silks and fine fabrics. Secondly, Francis Countway, a strong advocate for advertising, became general manager of Lever Brothers in the US in 1912. Thirdly, Lever expanded its American factory capacity in 1915. Finally, the J. Walter Thompson Company, which handled advertising for other Lever brands, suggested a new market positioning for Lux. Up until 1915, Lux had been promoted as a product that "won't shrink woollens." However, JWT proposed positioning Lux as a versatile laundry product suitable for all fine fabrics.
In 1925, Lux was introduced to the American market as a mass-market toilet soap, packaged in pastel colours and designed to be comparable to French soaps in quality while being more affordable. Priced at 10 cents, it quickly gained popularity, and by 1926, it had expanded its target audience to include men and children. Lux's association with Hollywood glamour began in 1928 when the Thompson agency sent 425 actresses cases of Lux soap, receiving 414 endorsements in return. This led to the famous claim that 9 out of 10 Hollywood stars used Lux soap.
Since its early days, Lux has been known for its innovative advertising campaigns and clever positioning, solidifying its status as a global brand developed by Unilever. Today, Lux offers a range of beauty soaps, shower gels, bath additives, hair shampoos, and conditioners, marketed primarily in South Asian countries and several other regions worldwide.
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Lux was originally advertised as a laundry product
Lux is a global brand developed by Unilever, which was founded by Lever Brothers (now Unilever) in 1899. Lux was originally introduced as "Sunlight Flakes" in England in 1899, and the name was changed to "Lux" in 1900. The soap flakes were imported to the US in 1906 and manufactured at a Lever Brothers plant in Cambridge, Massachusetts, in 1907.
In 1922, some ads promoted the use of Lux for washing dishes, and in 1924, a contest invited women to submit testimonial letters about their experiences with the product. Many of the 53,000 entries had to do with uses of Lux by well-known people, and some mentioned using Lux for their hands, bath, babies, and shampoo. This encouraged Lever Brothers to create a soap bar, initially named "Lux Toilet Form," which was soon renamed "Lux Toilet Soap." This product became a well-known and much-advertised hand soap for the next three decades.
When Lux Soap was introduced to America in 1925, it was a white soap packaged in pastel colours, designed to be comparable to French soaps but more affordable. The soap was advertised for men, women, and children. Lux's association with Hollywood glamour began in 1928 when the brand's advertising agency sent cases of Lux Soap to 425 actresses, 414 of whom endorsed the product, allowing Lux to claim that 9 out of 10 Hollywood stars used Lux Soap.
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Lux pioneered celebrity endorsements, claiming that 9 out of 10 Hollywood stars used it
Lux is a global brand that was developed by Unilever, founded by the firm Lever Brothers in 1899. Initially called 'Sunlight Flakes', it was marketed as a laundry product for over 20 years. In 1924, the company discovered that women were using Lux as toilet soap, so they changed the product and messaging, and Lux became the world's first mass-market toilet soap.
Lux's advertising strategy was centred on building an association with the increasingly popular world of film. In 1928, the Thompson agency began a campaign to get endorsements from Hollywood actresses by sending 425 actresses cases of Lux Soap. They received 414 endorsements, leading them to claim that 9 out of 10 stars in Hollywood used Lux Soap. Among the actresses who participated in the campaign was Louise Brooks, whose ads ran between 1928 and 1931. In 1933, advertisements claimed that 686 out of 694 more well-known actresses used Lux.
Lux was the first brand to use celebrity endorsements in this way, and the strategy proved incredibly successful. The brand was soon associated with glamour and luxury, and sales soared. Over the years, Lux has featured more than 50 female film stars as brand ambassadors, including Leela Chitnis, Hema Malini, Madhuri Dixit, Aishwarya Rai, and Marilyn Monroe. The brand has also expanded its ambassador roster to include male celebrities, such as Shahrukh Khan.
In addition to its celebrity endorsements, Lux has always placed a strong emphasis on fragrance in its products. The brand has partnered with world-class perfumers to create signature fragrances that women love. Lux's commitment to fragrance is evident in its "Still There" concept, which showcases how the vintage fragrances used in Lux soaps have stood the test of time. Today, Lux continues to innovate and empower women through its products and advertising, with a presence in over 100 countries worldwide.
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The brand is committed to fighting sexism and empowering women
Lux is a global brand developed by Unilever, founded by the Lever Brothers (now Unilever) in 1899. Lux soap was introduced to America in 1925, with a launch in the United Kingdom following in 1928.
Since its launch, Lux has been committed to fighting sexism and empowering women. In the early days of the brand, it was advertised as a luxury soap that was affordable for all, with a particular focus on the beauty of women. The brand's advertising campaigns featured endorsements from Hollywood actresses, with 414 out of 425 actresses sharing their support. This led to the claim that 9 out of 10 Hollywood stars used Lux soap. The brand's association with glamour and feminine power continues to this day, with Lux partnering with world-class perfumers to deliver signature fragrances that women love.
Lux has been a pioneer in celebrity endorsements, with its advertising campaigns featuring stars such as Louise Brooks, Marilyn Monroe, Audrey Hepburn, and more recently, Anushka Sharma and Virat Kohli. The brand has also been committed to diversity and positive representation in its advertising, as evidenced by its membership in the Unstereotype Alliance.
In April 2023, Lux launched its 'Change The Angle' campaign, which aimed to call out sexist judgements and objectification of women in sports media. The campaign called on broadcasters to frame sports reporting differently, focusing on the achievements of female athletes rather than invasive angles and excessive close-ups. Lux also teamed up with Volleyball SA (South Africa), sports broadcaster SABC, and NGO Sonke Gender Justice to raise awareness and bring about change.
Lux is committed to reaching 50 million women by 2030 through communications, activations, and partnerships, empowering them to find strength in their beauty. The brand believes that every woman has the right to express her beauty and femininity unapologetically and without fear. Lux's range of fragrances and skin-perfecting formulas are designed to enhance a woman's character and self-expression, providing her with the confidence to confront daily judgements.
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Frequently asked questions
Lux is a global brand developed by Unilever. It was founded by the Lever Brothers in 1899 and was originally called Sunlight Flakes. The name was changed to Lux in 1900, derived from the Latin word for "light" and suggestive of "luxury". The soap was introduced to America in 1925 and was designed to be comparable to French soaps but more affordable.
Lux Soap gained popularity through its association with Hollywood actresses and glamour. In 1928, the Thompson agency sent 425 actresses cases of Lux Soap and received 414 endorsements in return. This led to the claim that 9 out of 10 Hollywood stars used Lux Soap. Lux also pioneered celebrity endorsements in India, featuring vintage actress Leela Chitnis in its first photographic advertisement in the country.
Lux is known for its fine fragrances and skin-loving formulas, crafted in collaboration with world-class perfumers. The brand has also been recognised for its commitment to empowering women and standing against sexism. Lux is currently marketed primarily in South Asian countries and is the No.1 fragranced body wash brand in China.
