Lux Brand Promotion Essay Example for Free

sixty Brand Promotion set aboutPromotion Lux campaigns suck in wooed millions of hearts over the decades. Popularly know as the beauty scoop of drive stars, Lux has been an intimate partner of the brightest stars on the silver screen for decades. An ode to their beauty, an announcer of their stardom, advertising campaigns on Lux have featured film stars across the nation, promising their beauty to ordinary women. In Bangladesh, almost all(a) of the beautiful faces in media from different generations have been associated with Lux over the years. To name a few re Doyel, Champa, Suborna Mustafa, Nipa, Shakila Zafar, Bipasha Hayat, Afsana Mimi, Shomi Kaiser, Mou, Kushum Shikder and Aupi Karim. However, this star depended communication was slowly seen to be losing relevance, as consumers were beginning to question if the film stars actually use the brand. Thus, for the first time the film star was used as a communication device and non as the main feature of the ad. With the ne w communication strategy, the film star is used purely as a communication device to portray star quality in every Lux user. branding storyWhat is the common seductive link between Hollywood actor Paul Newman, Bollywood actors Shah Rukh Khan and Aishwarya Rai Bachchan and every(prenominal) India Anna Dravida Munnetra Kazhagam chief J. Jayalalithaa? They have all tried selling a soap at some school principal or the other. And the soap is Lux, the premium beauty soap from consumer products company HUL. Lux has been the epitome of beauty for the Indian woman and inspires all women in India to enjoy the process of beautifying without any constraints, says Srikanth Srinivasamadhavan, category head, personal wash, HUL.Luxderived from the excogitate luxury was launched in 1899 as a laundry soap in the UK. In 1925, the brand was elongated to the toilet soap category. It was positioned as a beauty soap in India, and HUL has since used successful film actors of the timesuch as Leela Chitni s, Madhubala, Hema Malini and Kareena Kapoorto endorse the product. Luxs secret of longevity has been its consistent phylogenesisbe it the soap colour, package or new variants, the brand has banked on innovation to come up its new-fangled image intact.Extending the soap cake to a range of shower gels, liquid soaps and moisturizing bars has helped the brand keep consumers excited and the competition at bay. What has not changed is the consistency in its communication and its positioning. Its tag linesIf its broad(a) enough for a film star, then its good for you too to Play with beautyhave conveyed the same message over the years. Lux is a brand like Mills Boon. While the packaging and content could change, the romance angle doesnt.It taps into an emotion very close to humanitys canonic needsocial interaction. The brand has always hired celebrities when they have reached a certain height quite an than using them at the start of their careers. This avoids the issue of celebritie s overshadowing the brand, says Agnello Dias, national creative director, JWT, which handles the account. Competitor pod Godrej(9. 2%)- Cinthol, graceful glow Nikhar Nirma soaps(6. 74%) Wipro-Santoor Chandrika Itc(1. 75%)-Superia,Fiama di wills, vivel Internally-Lifebouy Dove