Iconic century-old beauty soap Lux plans on historic reinvention

Friday, 16 November 2012 01:54 -     - {{hitsCtrl.values.hits}}

With the approach of its great 100th birthday, the world’s most iconic beauty brand Lux plans on a historic reinvention with the revelation of yet another sensual secret. Renowned as the world’s best selling soap, Lux has transformed itself through its historic journey, retaining its unrivalled popularity by continuing to evolve and embracing consumer trends.

Lux strongly believes that beauty is not limited to the affordable and takes on the responsibility of being aspirational yet accessible by bringing the best of the beauty world within reach of every woman around the globe.

As a testament to the same, Lux is en route to making the best of the prestigious new world of skin beauty accessible to all women, by infusing their products with fragrances composed by the world’s best perfume experts. The intoxicating fragrances are said to directly appeal to the emotional element of a woman, transporting her to a world of bliss.   

“Like any icon, we keep reinventing Lux in line with the changing consumer to stay relevant and true to her. In enhancing the beauty ritual, we are currently in the process of adding a new tier of glamour into the world of Lux by provoking the senses associated with smell like never before,” said Nuwan Widyapathige – Brand Manager, Lux.

Widyapathige went on to state, “Fragrance has been a key feature of the Lux brand and is embedded in our history, heritage and DNA. Fragrance is one of the key memories consumers keep about a beauty product. Moving forward, we will have fragrances that range from the subtle and sophisticated, to sensualist and addictive, and these have been composed exclusively for Lux by the best perfumers in the world.”

Looking back at the journey of Lux in Sri Lanka, from its inception in 1931, Lux has enjoyed the status of being an iconic beauty brand in the hearts and minds of Sri Lankans. Lux believes that beauty is about pleasure that begins in the daily bath of a woman. To bathe in luxurious Lux daily is to come out feeling transformed, feeling on top of the world – inspiring every woman to feel irresistible and confident in her own skin every day.

In the past month, Lux launched three bathing bar packs in 100g sizes to the market, for consumers to indulge in the beauty, fragrance and bliss of Lux for longer. This was coupled with the launch of the purple lotus variant and the range of body washes to Sri Lanka. Every Lux encounter is a promise of refreshing lingering beauty that gives a special awakening to each day.   

Lux has always had a glittering connection to some of the world’s most glamorous actresses from Hollywood legends like Elizabeth Taylor, Marilyn Monroe, Brigitte Bardot and more recently Sarah Jessica Parker, Catherine Zeta-Jones and Jennifer Lopez and a selection of stunning Bollywood royalties such as Madhuri Dixit, Aishwarya Rai, Priyanka Chopra and Katrina Kaif.

Some of the famous Lux stars in Sri Lanka are Rukmani Devi, Nita Fernando, Malini Fonseka, Sabeetha Perera, Swarna Mallawarachchi, Yasodha Wimaladharma, Dilhani Ekanayake, Sangeetha Weeraratne and now the new face of Lux, Jacqueline Fernandez.

The revelation of the fine fragrance secrets from Lux is a dream consumers in Sri Lanka can look forward to in the near future. The iconic brand is set to revolutionise the beauty and skin care industry in Sri Lanka with the luscious fragrance journey soon to be revealed.