SESSION 16: MARKETING STRATEGIES OF LUX SOAPS

MARKETING STRATEGIES OF LUX SOAPS

Lux has focused on wide promotions most of which has been short lived. Apart from tagging itself as a beauty brand made for the stars, it has even designed short term promotions for sales. One of the famous ones being:

“The Lux Gold Star Offer” – This was one of the popular promotions which offered gold coins in few selected soaps.

“Star Bano Aish Karo” – This offer gave a chance to few lucky winners who got a chance to live a day like Aishwarya Rai with gift offers worth Rs.50,000 from Shopper’s Stop and beauty makeover by Michelle Tung and Neeta Lulla sarees (Aishwarya Rai’s favorite stylist and designer). The bumper prize was dinner date with Aishwarya Rai herself and later in 2009 the same offer changed into a dinner date with Aishwarya Rai Bachchan and Abhishek Bachchan together.

“Har Star Lucky Star”- This came at the time when Shahrukh Khan was aired in Lux advertisements when the brand had finished 75 years of stardom. In this offer, selected lux soap packets had stars printed with number 75 inside the wrapper. The lucky winners got the opportunity to avail free supply of Lux soaps for a year.

Recent Advertisements

Katrina Kaif has been roped in to become the brand ambassador of Lux lately. In the most recent advertisement of July,2012  which stars both Katrina Kaif and Shahrukh Khan in the campaign. They endorsed two variants of the Lux soap – Lux Peach and Cream and Lux Strawberry and Cream. The fragrance of the new Lux soap stands for love and sensuality and the ad uses the slogan – “Bekaboo”. The ad was made to be promoted at the time when both Shahrukh Khan’s and Katrina Kaif’s movie was about to be released.

SALES PROMOTION

• Active since 1929

• Featured all top actresses of their time

• Idea: if it is good enough for a film star, it is good enough for me

•  have been associated with all top actresses
  
  
  
• First male brand ambassador