Hindustan Lever Ltd., has introduced a new range of Lux soaps in the popular segment. The new Lux Rich and Nourishing comes in three variants of honey, milk cream and almond oil. The relaunch is being supported by an advertising campaign created by HTA, which features film stars Karisma Kapoor and Rani Mukherjee. The base line of the advertisement has been changed from “Lux, aur kya?” to “Lux, koi shakk?”—which goes a step ahead to flaunt an attitude.
The objective behind the relaunch of Lux is to mark a significant change between Lux and the other brands. To achieve this, HLL for the first time introduced a black pack for the honey variant that stands out completely in a clutter. This assumption is based on the fact that a clutter-bursting packaging will ultimately lead to growth, concur city-based retailers.
The earlier range of blue, pink and white has been discontinued. The company expects the black variant to become a strong number two in the popular Lux portfolio. Pink is the number one selling variant in the Lux portfolio, contributing nearly 70 per cent of the total franchise.
The relaunch comes even as the brand is at its best performance, with the aim to improve the proposition of the brand. Usually brands are given a face-lift when they undergo static growth. The extension of this initiative — to relaunch a product even when it is doing fine — to other soap brands in Lever’s fold, is not ruled out. This trend could gather momentum considering the marked slowdown in the toilet soaps industry, point out industry observers.
The last time the popular Lux was relaunched was in 1993. This was supported by an advertising campaign and for market activation a Gold Star campaign was kicked off to attract consumers.
The new Lux has been priced at Rs 11, which is a 50 paise mark-up on the previous range. The company justifies that no price increase was undertaken on the range in the last 2.5 years.
The popular Lux range has a marketshare of 33 per cent in January-March 2001, as per ORG-MARG. The share stood at 32.1 per cent in April-June 2000. A static trend was witnessed in the early part of 2000. The premium variants under Lux include, Lux with Sunscreen and Lux International. The market share of Lux International stood at 7.5 per cent in volume in January-March 2001.