Since 1894, Lifebuoy has distributed soap worldwide, helped millions of kids learn the alphabet, and reached more than 1 billion people with hand hygiene instruction. Find out how this venerable brand is expanding today.
How it Began
Lever Brothers, which eventually changed its name to Unilever, introduced Lifebuoy in 1894 as the cholera pandemic spread worldwide. Lifebuoy promoted that washing hands with soap may help prevent germs from spreading. The soap bar was created to be an affordable, practical approach for communities to help protect themselves from disease.
In doing so, it became one of the first consumer brands in history and a force for social change.
When World War II began in 1939, Lifebuoy transported vans stocked with soap and hot showers to some of the worst-affected areas of the UK so people who no longer had access to basic facilities could wash. During World War I, Lifebuoy provided soap to soldiers.
In the years that followed, Lifebuoy grew to reach markets worldwide, but its goal of making hand hygiene a routine part of daily life remained as crucial as ever.
How is It Going?
According to Kantar’s estimates of the Most Valuable Global Brands 2022, Lifebuoy is currently the fourth most popular FMCG brand worldwide. It is also the germ-protection soap with the highest global sales*. The brand’s objective to promote proper hand hygiene has also expanded; between 2010 and 2019, Lifebuoy’s educational initiatives reached 1 billion individuals in 30 different nations.
After a 20-year absence, Lifebuoy returned to the UK, where it all began, in 2020. In the same year, Lifebuoy had a 50% increase in sales as customers turned to the dependable brand during the Covid-19 outbreak.
Lifebuoy is offered in 100 nations, with half of its sales coming from emerging economies, which are particularly strong. A branch of Unilever that specialises in quickly launching brands into new countries and new channels, Unilever International, is helping it expand quickly among rural consumers in Asia.
Additionally, Lifebuoy may be found in Uber cabs, hotel rooms, sporting venues, transportation hubs, and grocery carts worldwide, assisting people in maintaining good hand hygiene wherever they go to eat, play, work, or stay.
The Motivation Behind it
The goal of Lifebuoy is encoded in its DNA. The company’s legacy, decades of study, and commitment to promoting personal hygiene and germ prevention for customers worldwide go back more than 125 years.
Lifebuoy wants to encourage and alter handwashing habits by making the messaging appealing and memorable. The brand’s strategy and business model are supported by encouraging appropriate hand hygiene practices in all regions where it competes.
Lifebuoy has educated more than 60 million people about the value of handwashing with soap through in-school teaching campaigns. In 2020, the company went so far as to reinvent the alphabet by creating the “H for Handwashing ” campaign, which teaches children that the letter H should stand for more than just hippo or horse. Schools in South Africa and India changed their curricula to include Lifebuoy’s alphabet books. They put hand washing on the agenda in every classroom due to partnerships with their governments.
Lifebuoy’s previous target of educating 1 billion people about hand hygiene by 2020 was accomplished one year early; the organisation now wants to educate 500 million people annually.
Brand-new Concepts
1. Healthcare on The Palm of Your Hand
Lifebuoy is democratising access to healthcare in recognition that people are increasingly looking to take preventative measures to protect their health. The company is collaborating with telehealth service providers, enabling millions of individuals to take charge of their health before it becomes a problem by calling medical specialists for assistance.
Lifebuoy has collaborated with telehealth service providers in India, Indonesia, Vietnam, Bangladesh, and Pakistan to offer millions of people access to free digital healthcare, particularly in regions with a dearth of physical healthcare facilities.
Those needing assistance can dial a hotline or scan a QR code on the packaging and advertisements for Lifebuoy products. As a result, the “Doctor Anywhere” program in Vietnam has reached almost 10 million people, while in Bangladesh, more than 10,000 patients have had thorough consultations with doctors at crucial times.
2. Concentrates for Battling Bacteria
The newest product release from Lifebuoy blends product effectiveness, purpose, cost, and sustainability.
A powder version of the brand was created by R&D teams and is offered in India for Rs 10 (€0.13). Customers can make liquid hand soap by decanting this into a container, adding water, and mixing it. This lasts longer than a soap bar and meets shifting consumer expectations.
Since Covid-19, the liquid hand wash industry has proliferated. Thus, Khim-Yin Poh explains, “We wanted to bring a product to market that would give value to consumers and to Unilever while further increasing the liquid handwash market.”
“This liquid handwash is the most economical option available in India, and it kills 99.9% of bacteria and viruses. It has advantages for sustainability as well, and it allows customers to reuse their bottles and requires less energy for storage than more essential items. We anticipate a long-lasting effect.
3. Includes Both Hand & Home Care
The introduction of Lifebuoy BotaniTech, a new line of multi-surface disinfectants containing naturally derived cleaning chemicals, extended from personal care to home care in 2021.
A spray and eco-refill, a general cleanser, antibacterial wipes, and an aerosol are among the pH-neutral products that can provide 24-hour antibacterial protection.
At CK SG, Lifebuoy is one of the many products that are sold here. MyCK is committed to bringing you only the highest-quality household items, and our selection is guaranteed to cover most of your needs. If you want to learn more about our products and services, feel free to browse our website.
