Page 44 - Seniors Today - February Issue

Once Upon A Time | Advertising

The Soap of the

Stars

Remarkable in a fast-changing world,
Lux has maintained its USP for nearly
100 years,
writes Prabhakar Mundkur

When Helen Landsdowne Resor, the wife of
Stanley Resor who ran the erstwhile J Walter
Thompson company thought of the line ‘The
Soap of the Stars’, she may not have known
that she had written a remarkable baseline
that would last almost a hundred years for
the Lux brand.
Resor is the first woman in American
history to design and implement national
advertising campaigns. She was included in
the Advertising Hall of Fame posthumously
in 1967.
The brand was founded by the firm Lever
Brothers, now Unilever, in 1899. The name
changed from Sunlight flakes to Lux in 1900.
Lux Soap was launched in the US in 1925
and in the UK in 1929. A few years later Lux
became available in India and the famous
Leela Chitnis was the first star to endorse
Lux in India.
The brand now has a history of glamour and
pleasure for 96 years. Leela Chitnis was the first star to endorse Lux in India

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