Lifebouy is one of the oldest brand of HUL and is well positioned as “health and hygiene” soap. It was launched in 1895, and for over a 100 years, has been one of largest selling soap brand within the country. Lifebuoy has been a pioneer in this market and has constantly innovated to keep it in tune with changing market needs. But even as it has evolved Lifebuoy has stayed true to its vision. In spite of operating in a crowded market, this power brand has a chunky share of around 21% of all soaps sold, underlining its universal appeal.
Lifebuoy is India’s largest selling soap brand and has been so for a long time now. It is the only soap brand to have ever crossed 100, 000 tonnes in sales in a single year. The brand has a mammoth user base of over 600 million consumers in India and is one of the most recognizable symbols of health. The advertising and communication for Lifebuoy has been recognized as one of the most effective at the advertising effectiveness awards ‘Effies-2003’. The Lifebuoy jingle, synonymous with health and hygiene, has become a classic – indeed, it can be considered as part of the Indian social fabric.
Lifebuoy first came to India in 1895 in Bombay. It was an instant success.Constantly evolving and keeping pace with the times, the brand has undergone huge makeovers and still delivers a distinctive, compelling promise of health for the whole family.
Since 2000, major changes have been made to the classic Lifebuoy soap bar to ensure that it provides improved hygiene protection and a more enjoyable healthy washing experience for its billions of consumers. it has been re-positioned from carbolic to Total Fatty Material soap and been positioned as family soap with variants like Lifebouy Gold, Green etc.
But still it catches the imagination of every person ever aware of it as "the red soap". this red soap will always remain a big brand for Indian consumer.