Lux is now in an un-enviable position. The core positioning of Lux- beauty soap of stars is virtually being killed by competition. Celebrities now are no longer differentiators. Lux also cannot risk going for a heavy repositioning sans celebrities because of its connection with Stars for over 75 years. The brand is in deep trouble.
With SRK, the brand is attempting another come back. Last year, Lux successfully leveraged Abhishek and Aishwarya and smartly took the platform of’ Beauty’.