Lux SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Lux analyses the brand by its strengths, weaknesses, opportunities & threats. In Lux SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Lux to benchmark its business & performance as compared to the competitors. Lux is one of the leading brands in the FMCG sector.

The table below lists the Lux SWOT (Strengths, Weaknesses, Opportunities, Threats), top Lux competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Lux SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Lux Brand Analysis
Parent Company

HUL (Unilever)


Personal Health Care - Soaps



Tagline/ Slogan

Not Just Soap Its Skin Care; ab khubsuriti se darr kaisa; Lux brings out the star in you


Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands.


Personal Health – Soap for

Target Group

Urban & Semi Urban – Upper and middle class


Affordable Luxury Soap for the upper and middle class people

SWOT Analysis of Lux
Lux Strengths

Below are the Strengths in the SWOT Analysis of Lux:

1. Strong market research (Door to door sampling – once in a year – Rural and Urban area)
2. Many variants (Almond oil, Orchid extracts, Milk cream, Fruit extracts, Saffron sandalwood oil and Honey)
3. Dynamically continuous innovations – New variants and innovative promotions (22 carat gold coin promotion – “Chance Hai”)
4. Strong brand promotion but relatively lower prices – Winning combination
5. Lux soap brand is sold in over 100 countries

Lux Weaknesses

Here are the weaknesses in the Lux SWOT Analysis:

1.Mainly positioned as beauty soap targeted towards women, lack unisex appeal
2.Some variation like the sunscreen, international variant did not do well in the market
3.Not much popular in rural areas

Lux Opportunities

Following are the Opportunities in Lux SWOT Analysis:

1.Soap industry is growing by 10% in India
2.Liquid body wash is currently in growth stage – Lux should come out with more variants in this segment
3.Large market share – Strong hold over the market

Lux Threats

The threats in the SWOT Analysis of Lux are as mentioned:

1.High internal competition (Pears – Beauty segment)
2.New entrants in this segment
3.Maturity stage – threat of slipping down to decline stage – if constant reinvention is not carried out

Lux Competition
Lux Competitors

Below are the top 3 competitors of Lux:

1. Vivel
2. Lifebuoy
3. Nirma Ltd

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Lux. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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