LUX is the world’s No. 1 soap
By re-inventing itself and provoking the senses, Lux reigns
What the statistics show
According to the figures from ACNielsen, one of the world’s leading marketing research firms, Lux is the most popular bar soap among consumers around the world.*
Volume sales numbers show that Lux is the top-seller among all bar soaps ahead of Dove and Palmolive (Colgate-Palmolive) in second and third positions respectively, with Zest (Procter and Gamble) and Lifebuoy at fourth and fifth.
How we’ve done it
Unilever’s Global VP Lux, Sze Tian-Poh explains what’s behind this success: “We have to keep reinventing Lux – just like any beauty icon – to ensure we stay at number one. In 2010 we shook up the advertising platform by rolling out a world first with famous power couples delivering our new brand message.
"We’re researching better than ever. And we have reinvented the product and packaging. This ‘world’s best’ sales accolade will be used extensively in the relaunch campaign.”
In addition, Unilever’s Global Brand Director, Pilar Calderon elaborates: “We are bringing glamour into the world of the Lux consumer by provoking the senses – sight, smell and touch – like never before. We want to strengthen the bond with current users while getting lapsed users to reappraise the brand.”
*Lux is ranked as the top-selling brand in terms of volume sales in the latest data period available (August 2009 to August 2010) based on an aggregate of 35 countries.
The information in the report is taken from the local ACNielsen databases to which Unilever subscribes in: Brazil, Chile, Colombia, Venezuela, Mexico, Canada, US, France, Germany, Belgium, Switzerland, Denmark, Norway, Sweden, Poland, Portugal, Spain, Russia, Romania, Ukraine, Bangladesh, China, India, Indonesia, Malaysia, Philippines, Sri Lanka, Thailand, Vietnam, Nigeria, South Africa, Saudi Arabia, Kuwait, United Arab Emirates and, Turkey. The figures cover retail outlets including supermarkets, hypermarkets, convenience stores, drug stores and kiosks.