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Lux SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: May 14, 2024Read time:

Here is a detailed SWOT analysis of Lux covering strengths, weaknesses, opportunities and threats.

Lux Strengths

  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

Above are the strengths in the SWOT Analysis of Lux. The strengths of Lux looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Lux Weaknesses

  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

These were the weaknesses in the Lux SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Lux Opportunities

  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

Above we covered the opportunities in Lux SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Lux Threats

  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

The threats in the SWOT Analysis of Lux are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Lux SWOT analysis.

About Lux

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Lux Overview
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 Market

Urban & Semi Urban – Upper and middle class


Affordable Luxury Soap for the upper and middle class people

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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