Beauty is the important factor in every woman’s life. Beauty is about choice, experiment, self-expression, influence, reward … and above all, beauty is about pleasure.
Understand this insight, LUX differentiates itself in the competitive environment in a way that only Lux inspires women to take pleasure in using their beauty.
Lux core value: spirited, alluring, knowing, bold.
Lux makes you feel, look & smell captivatingly beautiful.
LUX inspires you to be bold in expressing your beauty
LUX CELEBRATES THE INDULGENT RITUAL OF BEAUTIFICATION
Everything about Lux, from the look and feel of the products and packaging to the fragrances, is a delight to the feminine senses. In fact, Lux has been making waves since 1924, when it launched the world's first mass-market beauty soap in the US at a fraction of the cost of imported French soaps. Since then it has expanded into other areas, including shower gels, bath additives, shampoos and conditioners.
LUX EMBRACES BEAUTY & FEMININITY IN THE LAST 21ST CENTURY
Lux aims to be the paradigm of the new femininity. That's why Lux celebrates the pleasure of being a woman today. Lux women want to be loved, admired and at the same time express themselves in a feminine way.
- First mass marketed toilet soap launched in 1924.
- Sales of nearly €1.1 billion in 2003.
- Sold in over 100 countries.
- Market leader in countries including Arabia, Brazil, India.
- Lux hair is also market leader in Japan.