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Consumers expect a lot from their personal care products.
In fact, body care is one of the most dynamic areas in beauty, with value growth of 20% across the premium segment.[a]
This trend is echoed in a 2024 Mintel report that states that one in five consumers in China would pay more for shower products that solved specific skin issues.[b]
Lifebuoy has been quick to capitalise on this trend with a new range of premium soaps and bodywashes. Using plant-based technologies and naturally derived functional actives, the range targets specific skin concerns like acne, oily skin, dull skin and hyper-pigmentation.
Launched in Vietnam last summer, the new Skin Solutions range has already enjoyed significant success.
“The success of this launch reflects how we’ve leveraged our existing position as a trusted hygiene brand to answer the growing consumer demand for effective, science-backed solutions that deliver cleansing and skin health solutions,” explains Nitish Kumar, Head R&D Skin Cleansing, Lifebuoy.
This shift mirrors a change within the skincare space that has seen focus moving away from cleansing as simply a way of getting rid of impurities and towards cleansing as a way of also enabling the skin to activate its own healing.
“With an increased awareness of skin health, consumers now prefer cleansers that not only clean but also provide protective and restorative benefits,” says Nitish.
The new Skin Solutions range ticks all these boxes by continuing to offer the germ protection that Lifebuoy’s core products are known for, while also providing effective, science-backed solutions for specific skin issues.
This is a great example of targeting specific consumer groups with tailored products that address the skin issues they are most concerned about
Nitish Kumar, Head R&D Skin Cleansing, Lifebuoy
Lifebuoy’s Acne Reduction bodywash offers a great example of this approach in action.
By leveraging the power of two plant-based Unilever proprietary platform technologies – Armis technology (12 Hydroxystearic acid/12-HSA) and Acne Combat Technology (Thymol and Terpineol/TT) – the bodywash addresses the root causes of acne through multiple pathways including sebum control and inflammation reduction.
Concern about skin surface issues, such as pores and acne, is one of the top three areas that people equate with skin health.[c]
“This is a great example of how the new range is targeting specific consumer groups with tailored products that address the skin issues they are most concerned about,” says Nitish.
The inclusion of popular natural ingredients is also adding to the range’s appeal for skin savvy consumers. The Healthy Glow bodywash, for example, leverages trending ingredients such as Pink Clay and Japanese Shiso which are locally recognised for their effectiveness in skincare.
“One of the big wins for the launch so far is that it has captured the attention of younger ‘beauty-seeker’ consumers who are looking for benefits beyond cleansing for their skin,” says Nitish.
“By creating a range that targets specific skin issues through science-backed solutions, we have been able to better connect with an informed audience which has resulted in the brand acquiring new consumers from a new demographic.”
Lifebuoy will be expanding its roll-out to additional key markets soon.
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