Holistic beauty

With its Soap with a Lump initiative, Lux stresses on the importance of self-examination and early detection of breast cancer

Over the past few decades, Hindustan Unilever’s soap brand Lux has created some of the most iconic ad campaigns in India. The brand has been endorsed by lead actors who epitomise beauty, from Hema Malini and Sridevi to Kareena Kapoor and Deepika Padukone. The brand's product portfolio, coupled with such compelling celebrity endorsement, has helped Lux gain a loyal customer base, strong recall and a huge share in the beauty and skin care market in India. But when a brand is in an influential position, it is also important to leverage their reach for reasons beyond pure marketing. Like Spidey said, with great power comes great responsibility. That's what Lux has done with its ‘Soap with a Lump’ initiative.