Abstract:

This report sets out an in-depth assessment of Consumer reaction to a new advertising campaign started in January. The purpose of this research was to establish whether these intentions have been fulfilled, plus an up-to-date assessment of the Lux Consumer and of the strengths and weaknesses of Lux as she perceives them in relation to other brands. The research objectives were:

1. To determine what is being communicated in the 'World Beauty Secrets' films, and how that communication works;

2. To describe and define the reasons why people buy Lux, and how Lux fits into her regime of skin and beauty care on one hand, and her routine of personal washing on the other;

3. To establish perceived differences between Lux and other beauty/complexion/Luxury soaps, with particular reference to Camay, Palmolive and Imperial Leather.