Lux SWOT Analysis, Competitors & USP

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SWOT Analysis of Lux with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing 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 :

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


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


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


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 3 main 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.


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