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Lux SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 30413

SWOT analysis of Lux analyses the brand/company with 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 and industry. Lux is one of the leading brands in the FMCG sector. The table below also lists the top Lux competitors and elaborates Lux market segmentation, target group, positioning & Unique Selling Proposition (USP).

Lux SWOT, Competitors, Marketing STP & 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

Lux SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Lux. Strengths are:

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


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


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


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

Below are the top 3 Lux competitors:

1. Vivel
2. Lifebuoy
3. Nirma Ltd

The brandguide table above concludes the Lux SWOT analysis along with its marketing and brand parameters.

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. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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