India 1900s pictoral adverisement letterhead Lux Laundry Soap –read story

Description

Beginnings
The brand was founded by the
Lever Brothers
(today known as
Unilever
) in 1899.
Lux’s early advertising campaigns aimed to educate users about its credentials as a laundry product
and appeared in magazines such as
Ladies Home Journal
. By the early 1920s, it was a hugely successful brand and in 1924, the Lever Brothers conducted a contest that led them to a very interesting finding: women were using Lux as pud soaps.
Building beauty soap credentials
Introduced in the United States in 1924, Lux became the world’s first mass market toilet soap with the tagline “made as fine as French Soap”. In the first two years of launch, Lux concentrated on building its beauty soap credentials. Advertisements offered consumers “a beauty soap made in the French method” at an affordable price, with the promise of smooth skin.
1928-40 saw key launches of LUX in the UK, India, Argentina and Thailand. The brand concentrated on building its association with the increasingly popular movie world, focusing more on movie stars and their roles rather than on the product. In 1929, advertising featured 26 of the biggest female stars of the day, creating a huge impact among the movie-loving target audience.
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