It was supposedly the one which enhanced the looks of people, especially film-stars.
So they decided to name it 'Looks'!
But they thought 'Lux' is a cooler spelling!
Thus India was introduced to the SMS lingo, long before the world was introduced to pagers or mobiles.
P.S : Honestly, dont beleive any of the above bozo-buzz. To get your facts straight, read this, from which I actually got the year 1929.
P.S. : Cool! I added a new word to English : Bozo-Buzz