LifeBuoy

Intent

Elevate the brand’s positioning from a leader in germ protection to an unparalleled authority in skin hygiene, all while maintaining its empathetic care across markets. Lifebuoy sought a compelling new future state——to resonate with evolving consumer needs and cultural shifts.

A single-minded commitment  to Hygiene Superiority

The challenge

For nearly 130 years, Lifebuoy has stood as a trusted champion of germ protection for families worldwide. As the World’s No.1 hygiene soap brand, its mission of saving lives has consistently driven its purpose. However, with hygiene becoming a global standard post-COVID-19, Lifebuoy faced the challenge of redefining its relevance and authority in an increasingly saturated market.

The idea

We crafted a distinctive and iconic brand world built to ensure Lifebuoy resonated across every touchpoint, innovation, and geography. We leveraged the brand’s Distinctive Brand Assets (DBAs) for immediate recognition, enhancing brand consistency, establishing differentiation in a landscape where hygiene has become a baseline expectation and developing a modern and flexible design system that supports future portfolio growth.

The system centred around a distinctive split shape inspired by the iconic Lifebuoy logo. This visual device strikes a balance between authority (emphasizing Lifebuoy’s 130+ years of expertise in hygiene and germ protection) and Affinity (highlighting the brand’s empathetic care and its role in fostering family bonds).

To align with a younger, more sophisticated audience, we shifted Lifebuoy’s identity from a cooler, clinical tone to a warmer, vibrant expression. This was reflected in both packaging and off-pack elements, including talent imagery that captured spontaneous moments and radiant skin, solidifying Lifebuoy’s refreshed story of care and efficacy.

In tandem, we supported the repositioning and relaunch of Lifebuoy’s ‘Naturals’ range to reflect the market’s pivot toward natural beauty and premium aesthetics. We developed a minimalist yet premium design language inspired by Southeast Asia’s rich heritage of skin-nourishing ingredients.

The impact

The rejuvenated ‘Naturals’ range launched in Vietnam in June 2024, utilizing a social-first strategy. With participation from over 100 celebrities and influencers, along with Unilever’s innovative Content Factory generating more than 150 assets daily, Lifebuoy saw a significant 43% increase in sales in the first month — making it the #1 brand on TikTok Shop.