Quando Hollywood se tornou um grande negócio, grandes empresas se aliaram a ela para arrancar uma fatia de um mercado cada dia mais crescente. A de maior alcance talvez tenha sido a realizada pela Lever Brothers (posteriormente Unilever).
As campanhas traziam nas revistas fotos de grandes estrelas com um estilo de vida voltado ao glamour. Como o próprio nome dizia, o sabonete Lux evocava o luxo e ampliava para uma grande parcela da sociedade a possibilidade de sentir-se também uma estrela de cinema. Vale salientar que antes disso, as campanhas de sabonetes eram mais voltadas à uma pequena camada da sociedade, que podia adquirir seus produtos.
As estrelas do cinema eram objeto de desejo de muitos, e sentir-se como uma ao utilizar o mesmo produto fazia com que todas se sentissem especiais. Pelo menos enquanto tomavam banho.
A clássica série de propagandas “9 de cada 10 estrelas usam Lux”. foi criada pela agência J. Walter Thompson nos anos 30 e prosseguiu até a década de 80, quando foi reformulada. Até lá, mais de 400 atrizes estrelaram suas campanhas.
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