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LUX celebrates 100 years, igniting beauty as a positive source of strength – News


For 100 years, the brand has focused on unapologetic beauty and femininity; A progressive and positive attitude towards everything feminine.

Published: Monday, March 4, 2024, 3:51 p.m.

Since its creation in 1923, LUX soap has transcended mere cleanliness to become an emblem of beauty, fragrance and empowerment for women around the world. Over the course of a century, LUX has not only graced bathroom shelves, but has also graced shower doors with some of the most iconic faces in showbiz.

The origins of elegance

In 1923, Lever Brothers, now known as Unilever, embarked on a mission to make soap that not only cleans but envelops users in a rich, luxurious fragrance. This is how LUX was born, with the vision of providing affordable luxury for all. What started as a simple soap opera has since become a global sensation, affecting the lives of millions in over 100 countries.

One of the most notable aspects of LUX’s journey is its partnership with some of the most illustrious names in entertainment. From the enchanting Marilyn Monroe to the regal Elizabeth Taylor and the timeless Audrey Hepburn, LUX commercials have boasted a variety of iconic women over the decades. More recently, luminaries like Sarah Jessica Parker, Priyanka Chopra Jonas and Aishwarya Rai Bachchan have continued this tradition, bringing their grace and charm to the brand.

Empowering women through beauty

However, beyond the glitz and glamour, LUX represents something much deeper. At its core, the brand champions the idea that beauty is not merely superficial; is a force to be reckoned with: a source of strength and empowerment for women around the world. In a society plagued by gender discrimination and unrealistic standards, LUX boldly proclaims that every woman deserves to embrace the beauty within herself without apology or fear. Reflecting on her century-old legacy, Tina Chikhani emphasizes the message that the brand wants to convey to today’s women. She says: “LUX’s hundred-year journey says a lot about evolution and growth, and emphasizes that true women’s advocacy doesn’t happen overnight. It’s about making women feel absolutely feminine and beautiful, celebrating their achievements and ambitions. For me, this resonates deeply because LUX echoes the belief that embracing beauty, ambition and glamor is not only acceptable but also empowering. LUX encourages women to define beauty on their own terms, to revel in their uniqueness and pursue their ambitions without fear. Be part of a brand that champions these empowering values.”

“LUX has long been recognized for its exquisite fragrances and holds the prestigious title of number one fragranced cleaning product globally,” notes Chikhani, emphasizing LUX’s iconic look that sets it apart from other cleaning brands on the market. . “Achieving such recognition is no small feat; it comes from our unwavering dedication to partnering with the best perfume houses in the world.”

In their words, LUX’s iconic aspect lies in its unparalleled dedication to fragrance excellence, a commitment that distinguishes it as a brand synonymous with luxury and sensory pleasure in the field of cleaning products. “In our range of shower gels, each scent is meticulously selected and infused with signature ingredients, including our exclusive effervescent technology,” continues Tina. “This innovative formula guarantees a long-lasting fragrance experience, with small perfume molecules that remain delicately on the skin for 24 hours. LUX does not just offer a shower gel; it offers a long-lasting aura of beauty and freshness, which distinguishes us for our commitment to elevating the senses and celebrating the essence of the fragrance.”

For LUX, beauty is not a frivolous pursuit but a profound expression of oneself. By encouraging self-care and solidarity, the brand seeks to cultivate inner strength and confidence in women around the world. “As a father and a man, and particularly as a father of a young daughter, I understand the importance of instilling in her the confidence to be unapologetically herself and relentlessly pursue her dreams.” Ahmed Kadous emphasizes. “LUX embodies this spirit, encouraging women to stand up for themselves, embrace their femininity and unleash their full potential.”

From her perspective, Kadous sees LUX as a brand that goes beyond cosmetics and symbolizes empowerment, confidence and the celebration of femininity. “To me, LUX’s century-long legacy speaks volumes about its enduring commitment to celebrating women’s beauty and femininity. “It’s not just about cosmetics; “It is about empowering women to embrace their beauty unapologetically, recognizing it as a source of strength rather than weakness,” she concludes, emphasizing the brand’s profound impact on women’s lives and its role in fostering of her beauty and inner strength.

As LUX embarks on its next century, its commitment to empowering women remains unwavering. Through its products, campaigns and promotional efforts, the brand continues to inspire confidence, resilience and unapologetic self-love. Yasmine Sabrithe esteemed LUX brand ambassador, eloquently captures the essence of this journey, stating: “Being with LUX since 2019 has been an honor as it symbolizes that women empower each other, stand together and inspire limitless potential. I am delighted to continue”. this journey with a brand that shares my values ​​of empowerment and infinite possibilities.”


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