Lifebuoy comes in new curved shape after 109 years

Company press release, March 15, 2004

Mumbai

Lifebuoy, the mega power brand of Hindustan Lever Limited (HLL) with a turnover of over $100 millions, has been relaunched with a new curved shape, changing its 109-year-old brick shape, to offer an easy grip and a modern look. The formulation has also been further strengthened. Lifebuoy is the world's largest selling soap, already used by about 600 million consumers, with about two million tablets sold every day.

The new curved shape is the second major change in Lifebuoy's history, after the relaunch of 2002. In 2002, after 107 years of its existence as a carbolic soap, Lifebuoy was relaunched as a milled toilet soap offering better germ protection. Since the relaunch of 2002, Lifebuoy has been growing in strong double digits quarter after quarter.

The formulation of Lifebuoy has been further improved. Lab tests have demonstrated that it is 100% better at germ protection than other ordinary soaps. The new Lifebuoy mix provides protection from germs that cause body odour, acne on skin, and infections on cuts and bruises.

Speaking on the relaunch, Mr. Sandeep Kataria, HLL's Marketing Manager - Personal Wash, said, "After the successful relaunch of 2002, Lifebuoy now gets yet another new makeover, while strengthening its core benefit - health and hygiene protection for the entire family."

Lifebuoy soap is available in four variants - Lifebuoy Strong, Lifebuoy Fresh, Lifebuoy Gold and Lifebuoy Naturals. All the four variants are available in the new curved shape and have the new formulation.

For further information please contact:

Gitika Saikia

Corporate Voice | Weber Shandwick

Tel.: 022 - 2202 2335 / 2281 5359

Fax : 022 - 2202 2391

E-mail: gitika@corvoshandwick.co.in