Lifebuoy soap was launched in the UK in 1894 by William Lever as a disinfectant soap containing carbolic acid. It was launched in India in 1935 and became India's oldest personal wash brand, standing for health and hygiene through germ protection. Over the decades, Lifebuoy underwent several reforms to its packaging, ingredients, and messaging to stay relevant in India, targeting health concerns of men, families, and rural consumers on a budget. It continues to position itself as protecting users from germs through ingredients like Active-B while providing an affordable bathing experience.

1. LIFEBUOY SOAPS
By-
Nidhi Shrivastava
MBA-C

2. INTRODUCTION
 1894- William Hesketh
Lever launched Lifebuoy
in the UK as the Royal
Disinfectant Soap
 Lever discovered
carbolic acid as he
sought the perfect
formula for soap that
could combat germs and
still be affordable to
everyone

4. 1966*
1914 – 1970s

5. In India
 Officially launched in India in 1935
 India’s oldest personal wash brand
 Always stood for health and
hygiene, delivered through germ
protection
 Sales on more than 5bn per day
 Had stagnant market share
 Stood for its health – plate-form
 Was brick red in color with carbolic
ingredient

6. 1935 – 2000
 In 1964 - first major re-launch.
 to use sports as the communication idiom
 Targeted towards men
 Universal symbol of good health keeping in pace
with its 25yrs image of association with good
health
 Pinched aspirational needs.
 Catchy jingle with energetic and pulsating music.
“Lifebuoy hai jahan ,
Tandarusti hai vahan”

8. 2002- The Revamp
 No longer just a carbolic soap with
cresylic perfume
 Ingredient : Active-B, which protects
users against germ infections.
 Superior bathing experience.
 From the ‘traditional, male, victorious
concept of health’ to a more
responsible concept of ‘health for the
entire family.’
 Market share rose from 12% to 18%

10. 2003 Initiative
 Bargain basement price of 2 rupees
 enable deeper penetration into the rural market
2004 – Re launch
• new curved shape
• an easy grip’ and a modern look
• Four choices –
Lifebuoy Strong,
Lifebuoy Fresh,
Lifebuoy Gold and
Lifebuoy Naturals

11.  Aid of laboratory tests, providing germ
protection
 Target was the ‘discerning housewife’
 Positioning was ‘health protection for
family and me’
 Without diluting the age old positioning of
health and freedom from germs.
 Changed communication from
'You will be healthy if you use
Lifebuoy'
To
'You will not fall ill if you use Lifebuoy'.

14. Other
 'Global Handwashing Day’
 Lifebuoy health mission
 'fastest soap’
 ‘Glo-germ’ demo
 ‘Healthy Hindustan’

15. Pricing
In India
LIFEBOUY HAND SANITIZER TOTAL 55ML Rs.50.00
LIFEBUOY HAND WASH NATURE REF 900ML Rs.147.00
LIFEBOUY H W ACTIVE FRESH REFIL 180ML Rs.34.00
LIFEBOUY HAND WASH ACTIVE FRESH 200ML Rs.54.00
LIFEBUOY ACTIVE RED 120GMS Rs.21.00
LIFEBUOY TOTAL 90GMS*3PACKS Rs.48.00
LIFEBUOY TOTAL HEALTH ACTIVE RED 75GMS Rs.10.00
In other countries
India (120gm) USA (120gm) UK (85gm)
Rs. 21 Rs. 187.55 ($3.5) Rs.84 ( £ 1 approx)

16. Comparitive pricing with
competitor
Liquid Soap:
LIFEBUOY HAND WASH NATURE DETTOL FRESH LQD HW REFILL
REF 180ML 185ML
Rs.36.00 Rs.35.00
Soap bar:
LIFEBUOY ACTIVE RED 120GMS Rs.21.00
DETTOL COOL SOAP 125G Rs.34.00
LUX INTL.CREAMY SOFT 125G Rs.40.00
MYSORE SANDAL GOLD 125 G Rs.60.00
SANTOOR SANDAL & TURMERIC SOAP 150GMS Rs.35.00
CINTHOL DEO SOAP CLASSIC 125GMS Rs.65.00
HAMAM SOAP 150GMS Rs.35.00
DOVE GENTLE EXFOLIATING 100GMS Rs.47.00