Hindustan Lever said today it has restructured Lux brand beginning with the introduction of Lux International Bodywash Liquid, with more additions to the existing portfolio in the pipeline. These could include a Lux bath gel and other bathing variants in the near future.
Right now, Lux is present in the mass segment in four variants besides a single variant of Lux International. HLL plans to introduce several new products within Lux at different price points. The complete overhaul of the Rs 750 crore Lux brand is being done after HLL conducted an extensive research across many cities for the last one year on consumer perception about the brand and changing consumer needs.
"We have decided to introduce several products under the Lux brand at different price points. This has been done after extensive consumer research. The new entries may not be confined to a bar of soap. We have begun relooking at the brand architecture by launching Lux International Body Wash and more variants to Lux may follow," the Vice-President of Personal Wash for HLL, Mr Gopal Vittal, told Business Line.
Asked whether Lux International, the single premium offering under Lux at present, will be phased out, he said, "Lux International as a moisturising soap will continue but maybe it will not be called Lux International. We are still working on the concept."
Mr Vittal said HLL had tried to launch Lux International Bodywash twice earlier in the market but then the positioning was not found to be correct. This time, the bodywash is being positioned at the premium end of the bathing soap market and not as a bath gel. The company is also thinking in terms of launching a bath gel and other formulations under the Lux brand. "We will make significant investments in Lux International Bodywash, it is a brand we see good potential in," Mr Vittal said.
Besides new launches, the existing Lux bar (meant for the mass segment) will also be strengthened, he said but decline to divulge details. He said Lux brand cornered about 18 per cent of the personal wash market last year and is currently the largest soap brand in the market, closely followed by Lifebuoy.
The restructuring of Lux follows close on the heels of HLL realigning several other power brands including a phase-out of 44-year-old Surf in favour of Surf Excel Blue and relaunching Close-up.