The Story of Lifebuoy - Brand Story Nuggets

In 1895, Lifebuoy was already being sold in India, but it wasn't officially introduced until 1935. The product had a strong carbolic smell and was advertised as a potent germicidal and disinfectant. Because of its well-known catchphrase, "Lifebuoy" was mistaken for a "red carbolic soap". In 1964, the company underwent a significant re-launch for the first time, changing the product's formulation, shape, and packaging. Lifebuoy has been around in India for 112 years and keeps getting better. Sales began to decline at a rapid rate of 15%–20% per year in the latter half of the 20th century and the beginning of the 21st. The product changed from being a hard soap to a mild soap in 2002, providing a vastly improved bathing experience.

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