This article is missing information about the history of Lux in modern times. Please expand the article to include this information. Further details may exist on the talk page.(December 2021)
Lux Soap was introduced to America in 1925 by the Lever Brothers.[6] It was a white soap packaged in pastel colors designed to be comparable to the finer French soaps, but more affordable.[7] Once Lux Soap began its national campaign in 1926, it was also advertised for men and children.[7] The Thompson agency then began a campaign in 1928 to get endorsements from Hollywood actresses, by sending 425 actresses cases of Lux Soap. It received 414 endorsements in return, leading them to claim that 9 out of 10 stars in Hollywood use Lux Soap.[7][6]
In 1933, advertisements claimed that Lux Soap was used by 686 out of 694 more well known actresses.[8] Lux Soap's Hollywood campaign along with its many other advertising efforts, would assist Lux Soap in becoming a worldwide leader in soap sales.[6] As the focus of advertising shifted from the use of Hollywood starlets to a focus on everyday women, Lux Soap declined in sales and was removed from the shelves in the 1990s. Lever Brothers shifted their focus to another soap, Dove.[6]
Lux Soap followed Colonial Great Britain to Zimbabwe, Africa, in the 1920s, but it took until the mid-20th century before Africans became familiar with toilet soap and few used it.[9] In the 1940s Lever Brothers began mass advertising for Lux, introducing their product as a soap associated with glamour and intelligence, and began using existing advertisements of international celebrities endorsing their products.[9] Lever Brothers began to offer different colored bars other than white and used depictions of African people with slogans that insinuated intelligent people used only Lux Soap.[9] In the 1960s and 1970s Lux Soap advertising shifted back to emphasizing glamour but this time used local models and singers instead of international stars.[9]
Referencesedit
^"Lux". Hindustan Unilever Limited website. Retrieved 10 April 2021.
^"Lux launches Star Soap Collection". Unilever Sri Lanka. Retrieved 10 April 2021.
^. Archived from the original on 27 December 2010.
^"Our approach to sustainability". unilever.com. Retrieved 21 March 2015.
^ abcdWard, W. Peter (2019). The clean body : a modern history. McGill-Queen's Press - MQUP. ISBN978-0-2280-0063-1. OCLC 1104796443.
^ abcSivulka, Juliann (2001). Stronger than dirt : a cultural history of advertising personal hygiene in America, 1875–1940. Amherst, N.Y.: Humanity Books. ISBN1-57392-952-2. OCLC 46785266.
^Segrave, Kerry (2005). Endorsements in advertising : a social history. Jefferson, N.C.: McFarland & Co. ISBN0-7864-2043-X. OCLC 57515046.
^ abcdBurke, Timothy (1996). Lifebuoy men, lux women : commodification, consumption, and cleanliness in modern Zimbabwe. Durham: Duke University Press. ISBN0-8223-1753-2. OCLC 33282205.
External linksedit
Wikimedia Commons has media related to Lux Soap.
Official website
US Caress website
January 01, 1970
soap, this, article, missing, information, about, history, modern, times, please, expand, article, include, this, information, further, details, exist, talk, page, december, 2021, other, uses, disambiguation, global, brand, developed, unilever, luxproduct, typ. This article is missing information about the history of Lux in modern times Please expand the article to include this information Further details may exist on the talk page December 2021 For other uses see Lux disambiguation LUX is a global brand developed by Unilever LUXProduct typePersonal careOwnerUnileverProduced byHindustan Unilever 1 Unilever Sri Lanka 2 Unilever Pakistan 3 CountryUnited KingdomIntroduced1925 99 years ago 1925 MarketsWorldwideWebsitelux com Lux is marketed primarily in South Asian countries such as India Bangladesh Pakistan and Sri Lanka It is also marketed in Brazil Thailand Middle East and South Africa 4 Contents 1 History 1 1 Origins and history 1 2 Advertising history 2 References 3 External linksHistory editOrigins and history edit nbsp Lux Print ads Early 20s The brand was founded by the firm Lever Brothers now known as Unilever in 1899 5 nbsp Lux beginnings Advertising history edit Lux Soap was introduced to America in 1925 by the Lever Brothers 6 It was a white soap packaged in pastel colors designed to be comparable to the finer French soaps but more affordable 7 Once Lux Soap began its national campaign in 1926 it was also advertised for men and children 7 The Thompson agency then began a campaign in 1928 to get endorsements from Hollywood actresses by sending 425 actresses cases of Lux Soap It received 414 endorsements in return leading them to claim that 9 out of 10 stars in Hollywood use Lux Soap 7 6 In 1933 advertisements claimed that Lux Soap was used by 686 out of 694 more well known actresses 8 Lux Soap s Hollywood campaign along with its many other advertising efforts would assist Lux Soap in becoming a worldwide leader in soap sales 6 As the focus of advertising shifted from the use of Hollywood starlets to a focus on everyday women Lux Soap declined in sales and was removed from the shelves in the 1990s Lever Brothers shifted their focus to another soap Dove 6 Lux Soap followed Colonial Great Britain to Zimbabwe Africa in the 1920s but it took until the mid 20th century before Africans became familiar with toilet soap and few used it 9 In the 1940s Lever Brothers began mass advertising for Lux introducing their product as a soap associated with glamour and intelligence and began using existing advertisements of international celebrities endorsing their products 9 Lever Brothers began to offer different colored bars other than white and used depictions of African people with slogans that insinuated intelligent people used only Lux Soap 9 In the 1960s and 1970s Lux Soap advertising shifted back to emphasizing glamour but this time used local models and singers instead of international stars 9 References edit Lux Hindustan Unilever Limited website Retrieved 10 April 2021 Lux launches Star Soap Collection Unilever Sri Lanka Retrieved 10 April 2021 Lux Unilever Pakistan website Lux personal care brand of Unilever Archived from the original on 27 December 2010 Our approach to sustainability unilever com Retrieved 21 March 2015 a b c d Ward W Peter 2019 The clean body a modern history McGill Queen s Press MQUP ISBN 978 0 2280 0063 1 OCLC 1104796443 a b c Sivulka Juliann 2001 Stronger than dirt a cultural history of advertising personal hygiene in America 1875 1940 Amherst N Y Humanity Books ISBN 1 57392 952 2 OCLC 46785266 Segrave Kerry 2005 Endorsements in advertising a social history Jefferson N C McFarland amp Co ISBN 0 7864 2043 X OCLC 57515046 a b c d Burke Timothy 1996 Lifebuoy men lux women commodification consumption and cleanliness in modern Zimbabwe Durham Duke University Press ISBN 0 8223 1753 2 OCLC 33282205 External links edit nbsp Wikimedia Commons has media related to Lux Soap Official website US Caress website Retrieved from https en wikipedia org w index php title Lux soap amp oldid 1212605316, wikipedia, wiki, book, books, library,
