In 1924, LUX was the world’s first soap brand to add fine French fragrances to their soaps and became world famous for that. LUX’s fragrances now last up to 30 hours and we wanted to ensure that we stood well above our many competitors who have flooded the market with similar claims and little else to back them up.
THE IDEA
To prove once and for all that our long-lasting fragrances are unrivalled, we used what our competitors couldn’t claim – 100 years of fine fragrance history. We searched the world to acquire a wide range of vintage soaps from as early as 1938 up to the 1980s. Then we grated and bottled them; and sent them to perfume experts and perfume influencers without revealing what they were smelling. The results astounded everyone – except LUX!
