Unilever’s personal hygiene brand Lifebuoy is set to make a return to the UK market following its departure in the 1990s.
The 130-year-old brand is one of world’s leading antibacterial soaps with it sold in nearly 60 countries. It has proved particularly popular during the coronavirus pandemic as consumers step up their hygiene routines.
As well as a Hand Sanitiser Gel available in 250ml and 50ml bottles, a range of Lifebuoy products with antibacterial properties will be launching across the third quarter including – Hand Hygiene Wipes, Hand Sanitiser Spray, Liquid Handwash, Classic Red Bar Soap and Moisturising Hand Cream + Anti-bac.
The launch will be supported by a £12m advertising campaign across TV, OOH and social media that will focus on the importance of handwashing and better hygiene habits. Unilever will also be rolling out hand sanitizer stations in selected retail stores and ‘high infection areas’ including coffee shops and cinemas.
Chris Barron, VP Beauty & Personal Care Unilever UK&I, said: “The re-introduction of Lifebuoy to the UK&I market has never been more important than it is now. With many people naturally concerned as they start to go out and about more, our role is to not just provide them with great products to use at home or on-the-go, but to also remind them about the importance of a good hand hygiene regime.
“Lifebuoy has been aiming to ‘make handwashing commonplace’ since it was launched 130 years and that ambition remains as important in 2020 as it was then, which is why we are bringing this iconic brand back to the UK&I with a range of hand hygiene products to suit every member of the family.”
In recent weeks, Reckitt Benckiser and P&G have revealed healthy results, buoyed by strong demand for their cleaning and hygiene products.
