Muse ParlorMuse Parlor
A hundred-year profile

Lux

Lux peaked in the 1930s, then Jergens overtook it in the 1940s.

Unilever lineage · est. 1906 · Lux Toilet Soap
21.0%Peak, the 1930s
16Placements
1921 to 1951Span
6.2%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

Jergensovertook it in the 1940s
Tangeeovertook it in the 1940s
Maybellineovertook it in the 1950s

Earned versus paid

Paid 15Earned 1

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
1921Ladies' Home JournaladvertisingThe makers of Lux announce
1928Ladies' Home JournaladvertisingLux
1929PhotoplayadvertisingLUX
1931ScreenlandadvertisingLux Toilet Soap-10¢
1932ScreenlandadvertisingLux Toilet Soap
1933PhotoplayadvertisingLUX underthings after each wearing
1935ScreenlandadvertisingI'm a fan for Lux
1937Modern ScreenadvertisingLux undies every night! Lux takes away all odor—protects you

Other houses

Pond's Coty Tangee Jergens Maybelline Max Factor Woodbury Palmolive

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