1. PRESENTED BY:
AMBER MAHESHWARI (NR12070)
SMIT MAKADIA (NR12072)
SAGAR MEHTA (NR12076)

2. History of LUX:
First LUX trademark
produced in was registered
U.K. in 1899 in U.S.A. in 1900
Launched in Launched in
India in 1929 U.S.A in 1916

3. What’s there in a name?
 Lux was first named as “Sunlight Flakes”
 Later it was changed to “LUX” meaning Light
 Word LUX is the shortest version of “Luxury”

4. LUX Beauty by numbers:
 Number 1! Lux is the best-selling soap bar in the world.
 1925 was the year Lux launched the world’s first mass
market beauty soap, “made like the costliest French
soap”
 600 million women worldwide regularly delight in the
superior fragrances.
 12 Million Lux products are purchased every day of
ever year.
 1.5 Billion times per day, a Lux product is enjoyed
around the world
 400+ world famous actresses have been the face of Lux
to date.
 100+ countries across the globe enjoy Lux as their
beauty soap.

5. Unique Selling Proposition
 LUX is a brand which Appreciates BEAUTY and
GLAMOUR
 LUX is a beauty soap of FILMSTARS
 A Delight to sense
 LUX celebrates the indulgent ritual of beautification
 LUX is always reliable and trustworthy

6. Segmentation:
 LUX has been segmented on the basis of
demographic factors like Age, lifestyle, etc.
 Target market of LUX is the age group between
16-40 years and urban and semi-urban areas.
 The brand is being positioned as the favorite
soap of Film Stars has been consistent in terms of
communication and positioning.

7. Advertising Agency:

8. Price:
 LUX Strawberry, Peach, Festive Glow, etc.
are priced at Rs. 18/110 grams.
 LUX MINI Rs. 5

9. Prominent Variants:
 Lux almond
 Lux orchid
 Lux fruit
 Lux saffron
 Lux sandalwood
 Lux rose
 Lux international
 Lux chocolate
 Lux aromatic extracts
 Lux oil and honey glow etc.

10. Promotional Offers:
 Meet ASH and ABHI in London.

11.  Gold Coin Offer

12.  Har Star Lucky Star Offer

13. Other promotional
strategies world wide:
Cartoon Ad
Online game

14. Packaging of LUX:

15. Limited Edition Soap:

16. Celebrity Endorsement:
 LUX Female Brand Endorser:
 LUX Male Brand Endorser:

17. Sponsoring TV Shows:

18. SWOT Analysis…
• Strong and Dynamic brand image
Strength • Value-for-money
• Innovative sales promotion tactics.
• Strong network of market research.
• Lacks in unisex appeal.
Weakness • Stock out problem.
Opportunities • Growing Industry.
• Rising number of competitors.
Threats • New products in same segments.

19. Thank You…