In an effort to create awareness about ‘New Lux Orchid’ soaps, Hindustan Lever Ltd has recently launched a three 3-city promotion by Kiwi cricket vice-captain Chris Cairns to select the ‘New Lux Orchid Face’. As part of the strategy, Lux Orchid will host the ‘Lux Orchid Nights’ in Mumbai, Bangalore and New Delhi, where Chris Cairns will look out for and crown the ‘Lux Orchid Face of the evening’. This is part of HLL’s activities planned for the launch of Lux Orchid with exotic orchid petals in Jojoba Oil.
Prior to the move, Lux has been associated with the faces of Indian silver screen for over 75 years. Currently, Lux is the largest personal body wash in the country, where 3 in every 5 Indian consumers enjoy the luxurious bathing pleasure with Lux. This strong association with consumers has led to Lux being one of the most ‘trusted brands’ in the country.
Said Sandeep Kataria, marketing manager, Hindustan Lever Ltd: “So far, we have focussed on spurring more volumes of ‘Lux’ products in India through the departmental store route. We plan to adopt similar strategy for our ‘Dove’ soaps as well, in the near future. This year, we are planning to strongly focus at spurring more volumes of Dove soaps through the departmental store route.”
Further, Mr Kataria said that there are several premium product categories under the ‘Lux’ umbrella brand which are available worldwide, and, Hindustan Lever Ltd is evaluating possibilites of introducing them in the Indian market, as well. However, he refused to divulge further details on the new premium products.