Lux is marketed primarily in South Asian countries such as India, Bangladesh, Pakistan, Sri Lanka and Nepal.

[7] Once Lux Soap began its national campaign in 1926, it was also advertised for men and children.

It received 414 endorsements in return, leading them to claim that 9 out of 10 stars in Hollywood use Lux Soap.

[11] In the 1940s Lever Brothers began mass advertising for Lux, introducing their product as a soap associated with glamour and intelligence, and started using existing advertisements of international celebrities endorsing their products.

[11] In the 1960s and 1970s Lux Soap advertising shifted back to emphasizing glamour but this time used local models and singers instead of international stars.