Lux (soap)

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Lux soap, known as Lux toilet soap, was introduced in 1925 as a bathroom soap by Lever Brothers. Although Lux is a popular German surname and also means "light" in Latin, the name Lux was chosen for its play on the word "luxury."

Lux soap was launched in India in 1929. The very first advertisement in 1929 featured Leela Chitnis as its brand ambassador. It was popularly known as "the beauty soap of film stars" Aishwarya Rai is the present brand ambassador of LUX. Since the 1930s, over 400 well-known Hollywood actresses have marketed the soap to women as a beauty enhancer. Advertisements have featured Aishwarya Rai, Jennifer Lopez, Elizabeth Taylor, Demi Moore, Sarah Jessica Parker, Catherine Zeta-Jones, and Marilyn Monroe, among others.

The late 1980s saw the emergence of a premium segment in the soap category – a new consumer set whose beauty and bathing needs began to evolve. In 1989, to tap into this segment, Lux launched a range of premium soaps to suit their different skin types.

Lux soap was known for sponsoring several popular radio series in the 1930s and 1940s including Lux Radio Theater and the Life and Love of Dr. Susan, an early soap opera. Due to its radio sponsorship it was fairly well-known in the United States during this time, though the soap has since disappeared from mainstream American markets and is no longer the recognized brand it once was.

Lux is currently a product of Unilever.

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