Evolution of the Brand LUX in Bangladesh, since 1964

Evolution of the Brand LUX in Bangladesh, since 1964

December 1, 2015

LUX has been ranked as the Best Toilet Soap Brand in Best Brand Award Bangladesh 2015. The brand has also been recognized as the most consistent brand as it successfully held the 6th position in Overall Top 10 Brands for three consecutive years. 

LUX is the celebration of stardom, beauty and glamour- it has redefined the way women perceive themselves by giving them the confidence to ignite the spark. It has had a rich heritage of providing the finest fragrances accessible to women all over the world. The only soap to be titled the beauty soap of stars is LUX. More recently, LUX has focused on new fragrances that provide the magical beauty every woman desires.

Since its inception in Bangladesh in 1964, LUX has had a glorious history. It continues to be one of the most sought after brands in the country. And remaining consistent with its previous years LUX did not fail to further engage the women of Bangladesh in 2014 as it marked the re-launch of LUX.

“Fine fragrance skin treats”- the brand vision was brought to life with the re-launch. To enjoy the luxurious bathing pleasure, 9 in every 10 Bangladeshi consumer use LUX during the course of a year. To make sure these consumers are well aware of the new LUX, the brand launched a 360 degree campaign. Making great use of all the accessible touch points for the brand starting from TV, radio, print, outdoor, in-store to digital no leaf was left unturned.

The big idea was to tie the re-launch of LUX with the biggest and most glamorous beauty platforms of the country- Lux Channel I Superstar. The entire campaign was divided into three distinct phrases pre-hype, launch and post hype. In order to create curiosity amongst consumers’ innovative teaser TVC, print ad and teaser pop-ups were released, all indicating to the floral surprise that the LUX beauties were going to reveal on the special Lux Channel I Superstar episode to be aired on the 16th of September 2014.

The date marked the launch of one of the most anticipated and glamorous bathing experiences from LUX. The LUX beauties were all dressed in floral gowns, each representing the LUX variants.

LUX celebrates beauty and the re-launch of LUX reflected what the brand believes in. LUX continues to make women feel, act and look beautiful- all you need is Just a little LUX.

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