Lifebuoy- Journey of a Brand
Lifebuoy was established in the early 1890s by the Lever Brothers soap factory. Like the name denotes, the red, medicinal scented soap bar aimed to promote a healthy lifestyle, by being a ‘buoy’ or spring of a healthy life. Launched in Britain, it was also introduced in South Asia and South Africa in 1895. During the World War I in 1914, Lifebuoy was sent to soldiers to support their endeavors and help them serve better.
In the current times, India is one of the main focuses of Unilever’s Lifebuoy, as it is a country with higher incidence of death in children under the age of 5. Lifebuoy works by providing accessible health and hygiene facilities to everyone, with no bias at all in terms of age and economic background. Health has remained a very high priority for India in its five year plans, as it is imperative for its progress into a healthy, developed nation.
Over the changing scenarios in the past decades, Lifebuoy has also gone through several transitions in terms of its marketing strategies- product features (look, feel), positioning, target audience. In the early 1920s, the marketers of this brand changed their vision and mission. This included the shift in target audience from men to women, as a means to attain well being of the entire family. Lifebuoy believes in the power of the woman in the family to change the way her family thinks. Although, keeping the attitude towards good health intact, this fresh appeal to the brand pitch has lasted. From a simple block of red soap, Unilever has expanded to include Lifebuoy liquid hand wash, body wash, and men’s range. With the arrival of 1922, lifebuoy set up a factory in Calcutta, further expanding to Mumbai in 1934. During the World War 2, Lifebuoy took on the responsibility of providing hygiene facilities to the soldiers. This shows how Lifebuoy has been proactive in playing a key role during crisis situations.
Over the changing scenarios in the past decades Lifebuoy has also gone through several
In the current times, India is one of the main focuses of Unilever’s Lifebuoy, as it is a country with higher incidence of death in children under the age of 5. Lifebuoy works by providing accessible health and hygiene facilities to everyone, with no bias at all in terms of age and economic background. Health has remained a very high priority for India in its five year plans, as it is imperative for its progress into a healthy, developed nation.
Over the changing scenarios in the past decades, Lifebuoy has also gone through several transitions in terms of its marketing strategies- product features (look, feel), positioning, target audience. In the early 1920s, the marketers of this brand changed their vision and mission. This included the shift in target audience from men to women, as a means to attain well being of the entire family. Lifebuoy believes in the power of the woman in the family to change the way her family thinks. Although, keeping the attitude towards good health intact, this fresh appeal to the brand pitch has lasted. From a simple block of red soap, Unilever has expanded to include Lifebuoy liquid hand wash, body wash, and men’s range. With the arrival of 1922, lifebuoy set up a factory in Calcutta, further expanding to Mumbai in 1934. During the World War 2, Lifebuoy took on the responsibility of providing hygiene facilities to the soldiers. This shows how Lifebuoy has been proactive in playing a key role during crisis situations.
Over the changing scenarios in the past decades Lifebuoy has also gone through several