‘Adopt-adapt-create’: An overview on the story of lux selling soap and stardom

Creating the perfect sensory experiences through customer interactions is an effective marketing strategy. Hindustan Unilever promoted Lux beauty soap as a ‘luxury soap affordable for all’. Pradip Unni (theprint.in), a marketing and branding strategist based in Kerala, said, ‘The celebrity endorsement, or them calling Lux the secret behind Bollywood actors’ beauty, in the past as well as today, worked because it created memorability for the product, not just because a celebrity says so’. It requires a thorough understanding of the product, its history, market presence and consumer perceptions to map and reveal a marketing strategy formula that has worked for a company for nearly what could be called a century and still continues.