I have been known to this brand since childhood, has seen lots of adverts on TV, and I must say that this soap has passed the test of time. But what I didn’t like about this soap is that this soap never able to make its presence as a bathing soap but primarily this was more utilized as hand wash soap. Despite being a bathing soap, the company has always promoted this as a hand wash soap which has lead confusion among the users.
Whenever the Lifebuoy comes in mind you always think about germs and how it can be killed from your hand. I guess the soap is of good quality now and especially the Lifebuoy gold version can be at par to any premium bathing soaps, just company need to device new communication strategy.
This product may not fancy the premium soap users but it can always provide a better safety and health compared to the other soaps. I feel the company has to get rid of the red colour from packaging and should use very smooth or light colour in the packaging as it will have very good visual appeal as well, which right now not liked by many consumers as red is not the colour everyone look for in their soap.
Lifebuoy do come in white colour as well but I feel bland white colour also not support the visual appeal but it gives more feeling of medicated soap. Talking about the fragrances the soap should come in various fragrance as the medicated essence turns off many users and that is why it remains mostly as an hand wash soap rather than being considered as a premium or normal bathing soap.
I believe that if taken these point seriously the brand can emerge out of the current perception of the medicated soap which usually being set by the common public. Lifebuoy is an iconic brand in the soap industry but now the time has come when they need to forget the legacy and come out of the comfort zone and create soap which is more user acceptable and leads to more user compliance.
Making these amendment in the product is not the only thing they need to device the communication of the soap in such a way that it can come out of the tag of hand wash soap to bathing soap, I feel there is lot of ptencial in the soap and they can come up with good soap which can be termed as luxuary soap for common man.