It has earmarked a £7m media budget in a bid to lather up some excitement.
The plans mark the latest episode in parent company Unilever’s strategy to focus on global brands.
The 98-year-old Lux brand currently accounts for only 1.5% of the declining UK soap bar market but commands a sizeable chunk of several non-European markets.
Rolling out from the middle of March, the three new bath products and five-strong shower collection have textured formulations and come in pearlised packaging. At £1.79 for each shower gel, £2.29 for the bath products and £1.49 for a four-pack of bars, the range commands slightly higher prices than most mass market offerings, a move welcomed by buyers. David Harland, Budgens’ senior buyer for personal care, said EDLP on ranges such as Radox and Imperial Leather were depressing sales. “Lux may manage to add some category value,” he added.
Lux started out as soap flakes in the 1900s and was extended into soap bars in the 1920s. It pioneered celebrity endorsements, and TV campaigns of the 1960s featured Brigitte Bardot and Ursula Andress among others.
This time around, support is set to include TV commercials based around the strapline ‘Lux brings out the star in you’, due on screen in May.
Activity will also include outdoor, cinema and radio advertising, as well as sampling.