HUL Segmentation and Lux

HUL Segmentation

As per values and lifestyle segmentation, HUL divides the consumers into three segments: Striving, Aspiring and Affluent. The target segments of HUL’s key brands as per this segmentation method are shown in the figure below (Source: HUL Company Presentation).



This famous soap brand was launched in India in 1929. Lux is available in different colors and fragrances and recently body wash and two fruit extract soaps have also been launched under the same brand. Lux range provides benefits like firming, fairness and moisturizing and targeted to ‘Aspiring’ or mid-segment. The brand Lux as per HUL stands for ‘the promise of beauty and glamour’. Lux believes in beauty & femininity and that message resonates with ‘women of today’. Lux is also the ‘beauty soap of film stars’. Over the years almost all famous bollywood actresses of their time has been the face of Lux. The long list includes: Leela Chitnis, Kanan Devi, Nargis, Waheeda Rehman, Hema Malini, Zeenat Aman, Sridevi, Juhi Chawla, Madhuri Dixit, Raveena Tandon, Mahima, Kajol, Aiswarya Rai, Kareena Kapoor and Priyanka Chopra and still continues. Of late Shahrukh Khan is also shown in Lux ads – this seems to be an attempt to extend the beauty appeal of Lux to the men’s segment as well. Being the soap of film stars perfectly fits the bill with the brand’s theme of ‘Beauty and Glamour’. Lux being such a popular and well advertised brand, it will be interesting to see how the advertisement for this 80 year old brand has evolved over time. The following pictures try to capture snapshots of some famous Lux ads over the years. Hope you will enjoy these ads.

1930s: Leela Chitnis(One of the 1st Lux ADs in India)

1960s –Nargis & Waheeda Rehman

1970s– Zeenat Aman

1980s: Rekha

1990s – Madhuri Dixit

Early 2000s – Aiswarya Rai

Late 2000s – Priyanka Chopra

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