Lifebuoy is the world’s number one hygiene soap brand1, sold in nearly 60 countries. Through the Lifebuoy brand, we aim to make a difference by creating quality, affordable products and promoting healthy hygiene habits. Our goal is to help 1 billion people around the world improve their hygiene behaviour by 2020.
The desire to be clean, active and healthy is intrinsic to everyone – irrespective of age or economic status. We understand this and Lifebuoy soap has championed the cause for better health through hygiene for more than a century.
An inspiring vision for more hygienic, healthier and ultimately more vital communities is the driving force behind the Lifebuoy brand. To realise this vision, we look to consistently innovate and provide accessible Lifebuoy products to a wide variety of consumers.
The vision also commits the Lifebuoy brand team to visible action, through inspiring projects that motivate consumers to improve their hygiene behaviour.
Since the launch of the Lifebuoy brand in 1894, we have supported people in their quest for better personal hygiene. The classic red bar of soap and its distinctive medicated carbolic scent was synonymous with cleanliness throughout the twentieth century.
Today, the brand is so much more, with its many soap variants and specially-designed body washes. These, along with the range of liquid hand washes and hand sanitisers, ensure daily hygiene and freshness for the entire family.
By 2020, our aim, through Lifebuoy, is to change the hygiene behaviour of 1 billion consumers across Asia, Africa and Latin America. This could prevent 600,000 child deaths every year from respiratory infections and diarrhoeal disease – the world’s two leading causes of child mortality.
We aim to make a difference to those who need it most. Our handwashing campaigns are designed to reach people in countries where diarrhoeal disease is highest and where soap usage is infrequent. One key focus is India, a country that has the highest number of children under five – over 380,0002 a year – dying from diarrhoeal disease. That’s more than 1,000 children every day.
To achieve its goal, a new Lifebuoy Handwashing Programme was launched in 2010, and is now one of the world’s largest hygiene behaviour change initiatives. This programme is central to Lifebuoy plans in all countries and fully embedded across the brand’s business model. The combination of proven programmes and wide reach means Lifebuoy has delivered impressive results.
1 Calculation based on Nielsen unit sales information for the total markets (approximately 40 countries), for the latest 12-month period. Details available on request.
2 Diarrhoea: Why children are still dying and what can be done - Unicef / WHO 2009