No it was a joke. As I was typing it all out, it was just a chain of thought. Lux flakes are pure, flaked soap packed in a box ergo soap box! Terrible joke I know but I will try to get out more.
I've never considered the possibilities of using optical brighteners in soap and it's a good point. Haven't you ever seen people walking around with what looks like an uneven suntan? Perhaps it down to them not washing themselves evenly and/or using a cheap soap.
Perhaps we are all dark-skinned beneath after all. I think I'll start the ball rolling today in university by starting a trial involving getting my students to not wash, shower or bath for a month. If my students' skin gets progressively darker, we might well conclude that it's all because of the lack of contact with optical brighteners. After all, what else could influence it ;-)