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and intelligence, and began using existing advertisements of international celebrities endorsing their products. Lever
Brothers began to offer different colored bars other than white and used depictions of African people with slogans that insinuated intelligent people used only Lux Soap. In the 1960s and 1970s Lux Soap advertising shifted back to emphasizing glamour but this time used local models and singers instead of international stars.
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Lux Soap followed
Colonial Great Britain to Zimbabwe, Africa, in the 1920s, but it took until the mid-20th century before Africans became familiar with toilet soap and few used it. In the 1940s Lever Brothers began mass advertising for Lux, introducing their product as a soap associated with glamour
271:
In 1933, advertisements claimed that Lux Soap was used by 686 out of 694 more well known actresses. Lux Soap's
Hollywood campaign along with its many other advertising efforts, would assist Lux Soap in becoming a worldwide leader in soap sales. As the focus of advertising shifted from the use of
263:
was introduced to
America in 1925 by the Lever Brothers. It was a white soap packaged in pastel colors designed to be comparable to the finer French soaps, but more affordable. Once Lux Soap began its national campaign in 1926, it was also advertised for men and children. The Thompson agency then
264:
began a campaign in 1928 to get endorsements from
Hollywood actresses, by sending 425 actresses cases of Lux Soap. It received 414 endorsements in return, leading them to claim that 9 out of 10 stars in Hollywood use Lux Soap. Among the actress who participated in the campaign was
272:
Hollywood starlets to a focus on everyday women, Lux Soap declined in sales and was removed from the shelves in the 1990s. Lever
Brothers shifted their focus to another soap,
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Stronger than dirt : a cultural history of advertising personal hygiene in
America, 1875–1940
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Lifebuoy men, lux women : commodification, consumption, and cleanliness in modern
Zimbabwe
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382:"Our approach to sustainability". unilever.com. Retrieved 21 March 2015.
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Endorsements in advertising : a social history
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38:about the history of Lux in modern times.
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528:. Jefferson, N.C.: McFarland & Co.
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366:"Lux – personal care brand of Unilever"
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232:The brand was founded by the firm
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443:. Amherst, N.Y.: Humanity Books.
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16:Beauty brand marketed by Unilever
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403:. McGill-Queen's Press - MQUP.
169:is a global brand developed by
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564:Burke, Timothy (1996).
522:Segrave, Kerry (2005).
399:Ward, W. Peter (2019).
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727:Elizabeth Arden, Inc.
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477:Louise Brooks Society
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228:Print ads – Early 20s
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1558:Samuel van den Bergh
372:on 27 December 2010.
63:Lux (disambiguation)
61:For other uses, see
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255:Advertising history
217:Origins and history
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1445:Predecessors
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657:Subsidiaries
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206:South Africa
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83:Product type
47:
35:
18:
1634:Soap brands
1548:Paul Polman
1488:Lever House
1282:Dermalogica
867:Continental
813:Bru (India)
706:Philippines
686:Australasia
240:, in 1899.
178:South Asian
1618:Categories
1357:Pears soap
1181:Lever 2000
1124:Dickie Dee
1112:Choco Taco
1097:Good Humor
1070:Paddle Pop
982:Heartbrand
942:Pot Noodle
872:Cup-a-Soup
691:Bangladesh
419:1104796443
284:References
250:beginnings
186:Bangladesh
127:Introduced
1624:Orkla ASA
1362:Pepsodent
1346:Mentadent
1298:Evolution
1257:Brylcreem
1087:HB Wall's
1077:Viennetta
985:Ice cream
826:Sariwangi
804:Beverages
770:Palm Line
701:Indonesia
194:Sri Lanka
148:Worldwide
42:talk page
1590:Category
1418:Vaseline
1413:TRESemmé
1331:Lifebuoy
1272:Close-Up
1252:Bed Head
1247:Axe/Lynx
1238:Personal
1223:Sunlight
1174:Domestos
1146:products
1119:Popsicle
1107:Klondike
1032:Langnese
1007:GB Glace
997:Cornetto
947:Pot Rice
929:Monumite
857:Colman's
820:Horlicks
711:Pakistan
649:Unilever
586:33282205
544:57515046
459:46785266
332:10 April
307:10 April
238:Unilever
202:Thailand
190:Pakistan
171:Unilever
95:Unilever
1602:Commons
1426:Zendium
1408:Timotei
1403:Sunsilk
1352:Noxzema
1321:Impulse
1184:Neutral
1178:Finitex
1166:Comfort
1152:Bio-Tex
1102:Breyers
1060:Streets
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