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A hundred-year profile

Lux

Lux peaked in the 1930s, then Palmolive overtook it in the 1950s.

Unilever lineage · est. 1906 · Lux Toilet Soap
21.0%Peak, the 1930s
27Placements
1907 to 1951Span
7.4%Earned share
Open in the brand lens Compare against a rival
Share of voice by decade0%10%20%30%1920s1930s1940s1950s
All voiceAdvertising

Quality-weighted share among the tracked houses, read from Photoplay, Screenland, and Modern Screen. Descriptive, not causal.

Out-voiced by

Palmoliveovertook it in the 1950s
Jergensovertook it in the 1940s
Camayovertook it in the 1950s

Earned versus paid

Paid 25Earned 2

Mostly paid, with some earned editorial.

The evidence

A sample of the placements behind the figures above. Every point traces to a real page.

YearOutletChannelWhat appeared
1907VogueadvertisingLarge advertisement with 'Lux' in decorative tex
1919VogueadvertisingLux Toilet Soap
1921Ladies' Home JournaladvertisingClear brand name 'Lux' in headline 'The makers of Lux announ
1922Harper's BazaaradvertisingLUX
1928Ladies' Home JournaladvertisingUse Lux
1929PhotoplayadvertisingLUX
1931ScreenlandadvertisingLux Toilet Soap-10ยข
1932ScreenlandadvertisingLux Toilet Soap

Other houses

Coty Pond's Elizabeth Arden Helena Rubinstein Jergens Tangee Woodbury Max Factor

Browse every Lux page in the record →

Data via the Muse Parlor historical SOV API. How this is built →