Lifebuoy is the world’s number one hygiene soap brand,* sold in over 100 countries. Through the Lifebuoy brand, we aim to make a difference by creating quality, affordable products and promoting healthy hygiene habits. Since 2010, we have reached over 1 billion people through our handwashing programme, making it one of the largest behaviour-change programmes in the world.
The desire to be clean, active, and healthy is intrinsic to everyone – irrespective of age or economic status. Lifebuoy understands this, and has championed the cause for better health through hygiene for more than a century.
The driving force behind the Lifebuoy brand is its strong vision for more hygienic, healthy and ultimately more vital communities. To realise this vision, we look to consistently innovate and to provide accessible Lifebuoy products to a wide variety of consumers.
This vision also commits the Lifebuoy brand team to act, with inspiring projects that motivate consumers to improve their hygiene behaviour.
Since Lifebuoy’s launch 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 body washes, liquid hand washes and hand sanitisers which ensure daily hygiene and freshness for the entire family.
We’ve long been taking action to ingrain good hand hygiene. Back in 1894, William and James Lever created Lifebuoy soap to ‘make cleanliness commonplace’. What started off as a simple handwashing programme has evolved into a mission to improve people’s hand hygiene and to advocate for better hygiene habits.
Our programmes now span 30 countries, and we are working with over 40 partners to address cross-cutting issues that link to hygiene. We used mobile technology to promote handwashing with soap as part of a nutrition program, delivered in partnership with The Power of Nutrition. We joined forces with Gavi, the Vaccine Alliance, to raise awareness of the power of immunisation combined with handwashing with soap to accelerate child survival outcomes.
To help people stay one step ahead of infections, we developed the Infection Alert System to communicate hygiene messages to families and children during moments of high relevance, such as during festive seasons, school reopening and pandemics. During the Covid-19 pandemic, we launched a series of health appeals in the form of public service announcements, and even launched telehealth partnerships to help democratise access to healthcare for the masses.
Hygiene challenges remain worldwide, and time is running out to drive the systemic change needed to achieve SDG 6 by 2030. In 2020, we launched the H for Handwashing movement to drive systemic change by ingraining the importance of handwashing in children. Our ambition is to advocate for greater emphasis on hand hygiene education in schools, working with governments to reach more schools, mothers and children in a more efficient and cost-effective manner with partners such as Sesame Workshop and Save the Children.
Lifebuoy is not associated with the Red Cross emblem or any Red Cross organisation.
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Innovation and Lifebuoy
As we continue our efforts to reimagine the future of cleaning, we look at how some of the advances we’re making are delivering for people, the planet and our business.