Lux

Let's play with beauty!

Every woman has a passion for beauty as it is the landmark of femininity; the game only women know how to play. Women all over love to look gorgeous and enjoy the silent confidence which makes women feel like nothing is impossible.

Pure Joy to the senses

Everything about the brand – from the advertising campaigns and communication as well as the look and feel of the products and packaging to the subtle, hypnotic fragrances – Lux is all about giving the ultimate pleasure to the consumers by delighting their senses, urging them to use their beauty the way the product talks to them. Ultimately, Lux promises a pleasant journey through the senses offering a unique holistic experience with an extensive choice of variants to cater to your whims and fancies – at a price you can afford.

How it all started 

• Lux was first introduced as toilet soap in 1925. Produced by Lever Brothers, it arrived in the UK in 1928, offering people a chance to pamper themselves for a modest price.
• In the 1950s, Lux arrived in Malaysia. Lux soap colours and packaging were altered several times to reflect fashion trends. In 1958 five colours made up the range: pink, white, blue, green and yellow. People enjoyed matching their soap with their bathroom colours.
• In the early 1990s, Lux responded to the growing trend away from traditional soap bars by launching its own range of shower gels and liquid soaps
• In 2008, the entire Lux range was re-launched in the Malaysia with the intention of aligning the both the body soap and body wash variants. 5 variants were launched in this new range – Soft Kiss, Velvet Touch, White Glamour, Magic Spell and Wake Me Up.

Did you know? 

• Since the 1930s, over 400 of the world’s most stunning and sensuous women have been proudly associated with Lux advertisements. Rachael Weiss, Catherine Zeta-Jones and more recently the addition of Bollywood starlets like Aishwarya Rai and Priyanka Chopra, have all been part of the Lux glamour story. 
• Lux has been endorsed by at least 7 local celebrities including Amy Mastura, Erra Fazira, Sheila Majid, Joanna Bassey, Ramona Rahman, Fauziah Ahmad Daud and Sharifah Aini
• The name Lux means ‘light’ in Latin; however the name was chosen for its play on the word ‘luxury’.         

Advertising 

• In 2002, Lux launched Ratu Lux Sehari (Lux Princess of the Day) contest. Consumers were invited to participate in a contest where winners were treated to a grooming session and then attend the glamorous event hosted by TV3, a highly rated television station.
• 2003 was the year for Camera Lights Action. Lux invited consumers to participate in a contest where 15 winners were selected to appear in a locally produced movie, Cinta 3 Musim alongside Amy Mastura, a local star and a Lux star as well.
• Karen Mok became the ambassador for Lux in 2004 with a campaign on Lux Spa – a range which promises real skin benefits as it is made from highest quality spa ingredients which offer a luxurious, pampering experience that treats the user like a star.
• In 2007, Bollywood starlets were used in Malaysian Lux campaigns. Aishwarya Rai, was the face of the campaign for White Glamour. The campaign communication described fairer women as spontaneously and effortlessly feminine and live life to the fullest.
• 2008 saw the re-launch in the Malaysia with the intention of aligning the both the body soap and body wash variant with Hollywood star, Rachael Weiss as the face of the campaign.
• It is back to Bollywood in 2009 with Priyanka Chopra leading the campaign to launch a new variant – Silk Caress to add onto the existing range. For the very first time, Malaysia aired 90s ad on TV and the cinemas to capitalise on the beauty and promise of the ad.

LuxRange

Soft Kiss – Made from strawberries & moisturising whipped cream for soft and kissable skin

Velvet Touch – Made with peach & moisturising whipped cream for velvety and kissable skin -

Silk Caress – Made with rich macadamia & moisturising whipped cream for nourished and kissable skin

White Glamour - For fair and admired skin with vitamin B3, rose oil & white tea oxidant

Wake Me Up - For recharged and fresh with refreshing mineral salts & seaweed

Magic Spell - For soft and fragranced skin with fine aromatic oils & lotus essence

* All product range are available in Bar and Shower Cream formats.

Make every shower moment – a Lux-urious moment for you.

Other interesting facts: 

1. Lux is the most popular shower brand in Malaysia *

* Source: ACNielsen total personal wash sales value 2003-2005 

2. Lux is the brand used by most stars – at least 7 local celebrities endorsed Lux including Amy Mastura, Erra Fazira, Sheila Majid, Joanna Bassey, Ramona Rahman, Fauziah Ahmad Daud, Sharifah Aini, while international celebrities include Rachel Weisz, Shu Qi, Demi Moore, Linda Evangelista and Sarah Jessica Parker among others. 

3. Lux is sold in over 100 countries so you can be sure to indulge with Lux wherever you go.

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