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In 1924, Rex first introduced the first beauty soap in the United States. Up to now, it has spread in more than 100 countries around the world. The main markets include Arabia, India, Brazil, China, etc. in Japan, Rex is the dominant market. Sales in 2003 were close to $1.1 billion. Its products include shampoo, conditioner, shower gel and soap.
Rex was founded in 1889. At first, it only produced soap for washing clothes, called "sunshine flake". A few years later, it was renamed lux, which was taken from the Latin word "light" and also contained the meaning of luxury.
In 1926, Rex officially entered China and became the first international brand to enter China.
In the 1930s, Rex stepped into the international arena, landed in India, Argentina and Thailand, and continued to grow, eventually setting up representative offices in more than 100 countries / regions. There are also some movie stars who have been popular for a while, and they call Luxi "the secret of beauty".
From 1940s to 1950s, lux was committed to consolidating its position in women's life. During this period, men began to enjoy lux luxury.
In the 1960s, lux readjusted its advertising mode and added more romantic elements. The slogan "star like feeling" is to encourage all women to go to the party.
In the 1970s, the social trend began to tend to "nature is beauty". At the same time, the girls of Luxi not only need to have star temperament, but also need to have "natural beauty". This is a step for Luxi to keep up with the social trend. From then on, women began to accept the concept of beautiful tentacles.
In 1986, Rex returned to China and became the first brand in the field of personal cleaning and care.
In the 1990s, Rex landed in China and joined hands with Zhong Chuhong, Maggie Cheung, Li ruotong, Wang Zuxian, Cecilia Cheung, Shu Qi and many other top Asian stars. While expanding its brand influence, it also made Rex's brand deeply rooted in the hearts of the people.
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