Brand Update : Lux

I cannot but watch this brand with a sense of awe. Lux and the brand's sustenance at the
top of the product lifecycle.

The re is never a dull moment for this brand. Be it the

Chocolate Seduction or the Black Provocateur. Now Lux has launched two exotic
variants : Lux Strawberry & Cream and Lux Peach & Cream.

The new variants are the fruit based soap which is now the flavor of the season. Lux has
always been in the forefront of identifying and creating new trends in soap flavors.
What is interesting about the two new variants is that these are not promoted using sub-
brands. As you may recall , most of the new launches in the recent past for Lux has been
using sub-brands.

We had Lux Crystal Shine, Lux Provocateur , Chocolate

Seduction etc. I had commented on my last post that HUL may have forgotten the Core
brand Lux.

My fears are now found addressed as the new variants represent the core brand . My
argument is substantiated by the fact that both these variants contains Cream which is
the essence of the Original brand Lux.
The new launch also assumes significance in the light of heightened competition from
ITC brand Vivel Di Wills. Vivel has been promoted with Film Stars and also comes in
new exotic flavors.
Strawberry is going to be a new trend in the personal care market. I think it was started
by Parachute Starz which is heavily promoted as having strawberry extracts.

Soap is a product where loyalty of customers lie not in a single brand but a basket of
brands. Since the investment for the product is negligible, consumers are not averse to
trying out new flavors or brands. Hence the task for any soap brand is to keep engaging
the consumer at either the product lever or at the promotional level.
Brands like Santoor has been investing in promotions while the product essentially
remained the same. Lux is taking the product route where consumers are engaged with
new flavors and variants.
The new Lux variants are promoted exhaustively in women's magazines. What I liked
about both these variants is that it is tempting. Both Strawberry and Peach has a
tempting effect to it and I am sure that many consumers will try out these variants