{"id":2162,"date":"2021-07-10T22:51:27","date_gmt":"2021-07-10T17:21:27","guid":{"rendered":"https:\/\/onlykutts.com\/?p=2162"},"modified":"2021-07-10T22:51:28","modified_gmt":"2021-07-10T17:21:28","slug":"lux-beauty-soap-of-the-film-stars","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/10\/lux-beauty-soap-of-the-film-stars\/","title":{"rendered":"Iconic Ads: Lux &#8211; Beauty Soap of the Film Stars"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Lux entered India in the late 20s and was officially launched in 1929. Like its global brand-building strategy, Lux concentrated on associating with the world of films, stars and showcasing the usage of Lux by them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 1929, a global campaign included 26 of the greatest heroines of the time, making an enormous impact on the target audience. Following this were Hollywood directors emphasizing the importance of smooth and youthful skin. Experts believe this was the first step of celebrity product endorsements.<\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-3 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img fetchpriority=\"high\" decoding=\"async\" width=\"183\" height=\"276\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/lux-asha-.jpeg\" alt=\"\" data-id=\"2163\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/lux-asha-.jpeg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2163\" class=\"wp-image-2163\"\/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" width=\"610\" height=\"785\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/lux-helen.jpg\" alt=\"\" data-id=\"2164\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/lux-helen.jpg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2164\" class=\"wp-image-2164\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/lux-helen.jpg 610w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/lux-helen-233x300.jpg 233w\" sizes=\"(max-width: 610px) 100vw, 610px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" width=\"669\" height=\"859\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/lux-parveen.jpg\" alt=\"\" data-id=\"2165\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/lux-parveen.jpg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2165\" class=\"wp-image-2165\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/lux-parveen.jpg 669w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/lux-parveen-234x300.jpg 234w\" sizes=\"(max-width: 669px) 100vw, 669px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In the 40s, the Indian film industry was growing rapidly and Lux decided to use local film stars. The first advertisement featured Leela Chitnis. This became a necessity. If one had to be a star, then she should have endorsed Lux.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There was a difference between the early Lux campaigns with Hollywood &amp; Indian stars. The former used several variations that included the display of their bodies, and in the latter, the focus was on the faces for morality. <\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-gallery columns-2 is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"581\" height=\"800\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/lux-zeenat-1.jpg\" alt=\"\" data-id=\"2169\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2169\" class=\"wp-image-2169\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/lux-zeenat-1.jpg 581w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/lux-zeenat-1-218x300.jpg 218w\" sizes=\"(max-width: 581px) 100vw, 581px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"599\" height=\"825\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/Dw4AHc5U8AAqcxh.jpeg\" alt=\"\" data-id=\"2174\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/Dw4AHc5U8AAqcxh.jpeg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2174\" class=\"wp-image-2174\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/Dw4AHc5U8AAqcxh.jpeg 599w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/Dw4AHc5U8AAqcxh-218x300.jpeg 218w\" sizes=\"(max-width: 599px) 100vw, 599px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"646\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/68966c62714585.5a9906f2e942c-1024x646.jpg\" alt=\"\" data-id=\"2172\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2172\" class=\"wp-image-2172\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/68966c62714585.5a9906f2e942c-1024x646.jpg 1024w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/68966c62714585.5a9906f2e942c-300x189.jpg 300w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/68966c62714585.5a9906f2e942c-768x484.jpg 768w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/68966c62714585.5a9906f2e942c.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Unilever did not sell the soap alone but more of stardom, emphasizing that Lux was the secret to the attractive faces and if the customers used it, they too would be as attractive.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Magazines like Femina, Star &amp; Style etc. had long term arrangements with Unilever to publish Lux ads. Lux was the first to use women brand ambassadors. No wonder it was the \u201cBeauty Soap of the Film Stars.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign was built on the fact that it was beneficial for all parties. Stars used to actively try to be a part of the campaign as Lux was a sure way of getting publicity across many cities and towns not only through the press but also posters, hoardings, wrappers etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When the soap was first launched in India, the company targeted the upper and middle class in urban and semi-urban areas keeping the importance of \u2018beauty of women\u2019 and positioned itself as the \u2018luxury soap affordable for all\u2019. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lux soon became synonymous with the glamorous lifestyle of film stars. The look and feel of the ad was premium, but the price point was always affordable, helping the brand\u2019s popularity amongst a large section.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">JWT has used only 2 male stars for Lux campaigns in India \u2013 Shahrukh Khan and Abhishek Bachchan.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Soap alone was not sold, also stardom. Lux was the secret to the attractive faces and if the customers used it, they too would be attractive.<\/p>\n","protected":false},"author":1,"featured_media":2171,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[648,39,647,369,646],"class_list":["post-2162","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-actresses","tag-advertising","tag-film-stars","tag-jwt","tag-lux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Lux - Beauty Soap of the Film Stars Point of View<\/title>\n<meta name=\"description\" content=\"Soap alone was not sold, also stardom. 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Lux was the secret to the attractive faces and if the customers used it, they too would be attractive.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/10\/lux-beauty-soap-of-the-film-stars\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-10T17:21:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-10T17:21:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/Lux-pack.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"270\" \/>\n\t<meta property=\"og:image:height\" content=\"186\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/10\\\/lux-beauty-soap-of-the-film-stars\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/10\\\/lux-beauty-soap-of-the-film-stars\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: Lux &#8211; Beauty Soap of the Film Stars\",\"datePublished\":\"2021-07-10T17:21:27+00:00\",\"dateModified\":\"2021-07-10T17:21:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/10\\\/lux-beauty-soap-of-the-film-stars\\\/\"},\"wordCount\":379,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"image\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/10\\\/lux-beauty-soap-of-the-film-stars\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/Lux-pack.jpeg\",\"keywords\":[\"actresses\",\"advertising\",\"film stars\",\"jwt\",\"Lux\"],\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/10\\\/lux-beauty-soap-of-the-film-stars\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/10\\\/lux-beauty-soap-of-the-film-stars\\\/\",\"url\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/10\\\/lux-beauty-soap-of-the-film-stars\\\/\",\"name\":\"Iconic Ads: Lux - Beauty Soap of the Film Stars Point of View\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/10\\\/lux-beauty-soap-of-the-film-stars\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/10\\\/lux-beauty-soap-of-the-film-stars\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/Lux-pack.jpeg\",\"datePublished\":\"2021-07-10T17:21:27+00:00\",\"dateModified\":\"2021-07-10T17:21:28+00:00\",\"description\":\"Soap alone was not sold, also stardom. 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