<Search><Pages Count="84"><Page Number="1">a life without fear the lifebuoy story</Page><Page Number="2"/><Page Number="3"/><Page Number="4"/><Page Number="5">lifebuoy advertisement, c1950

introduction lifebuoy has one of the proudest histories of any brand in the world. so much so that we felt it was worth setting down its fascinating history in words and pictures, so that everyone can appreciate its evolution from humble soap, to the major global brand it is today. throughout its history it has been the unwavering commitment of the lifebuoy brand team to ensure the mantra doing well by doing good is at the core of the brand. lifebuoy - a life without fear charts the history of lifebuoy, its rise to iconic status and highlights the pioneering social work that is at the heart of everything it undertakes.</Page><Page Number="6">lifebuoy promotion, 1933</Page><Page Number="7">contents birth of an icon 08 a short history of soap 10 lifebuoy s first brand manager 12 the industrial revolution and the great london stink 14 the star is born 16 the advertising pioneer reaching out to the world 22 lifebuoy enters america 24 a global brand 26 into india 28 little gandhi - a life without fear 30 across africa 32 success in indonesia different roles 36 lifebuoy keeps the troops clean 38 mother the health doctor 40 1930s teaching the lifebuoy way 42 b.o.! 44 the second world war 46 looking good smelling sweet 48 getting minty 50 the sporty soap the health pioneer 54 saving lives through education 56 the honoured soap 58 the smarter soap 60 you re in safe hands 62 lifebuoy changes the world a new dawn 66 the legacy of a non-conformist 68 realising the vision</Page><Page Number="8">world history lifebuoy history 1851 william hesketh lever born in bolton, lancashire 1867 lever joins father s grocery business, cutting soap 1872 becomes father s business partner 1874 marries childhood sweetheart elizabeth hulme, daughter of bolton linen businessman 1884 dedicates himself to soap 1888 opens port sunlight 1890 creates lever brothers limited with brother james d arcy lever 1894 lifebuoy launches in britain 1895 lifebuoy launches in south asia and south africa 1897 william lever purchases frst us factory in boston 1906 william lever elected to british parliament 1913 elizabeth hulme lever dies 1914 lifebuoy sent to soldiers during first world war 1917 william lever bestowed title lord leverhulme not just in recognition of his contribution as a global marketeer but also for his tireless commitment to health and hygiene education 1920s a fresh approach to marketing lifebuoy soap in britain and us, a positive attitude to good health, targeted at females sailor replaced with image of red lifebuoy soap bar 1922 lifebuoy begins manufacture in calcutta, india 1923 lifebuoy production changes to milled soap: improves product s appearance and lasting quality 1925 william lever dies (may 7th) 1928 lifebuoy produced as two soaps: one for the body; one for household usage 1930 campaign to fght b.o. (body odour) launches 1933 lifebuoy toilet soap launches in the uk 1934 new factory opens in mumbai mother doctor campaign launched, initially in us then uk clean hands launches as a schools programme, educating children on need to wash hands 1939 lifebuoy provides emergency washing facilities in britain during the second world war 1949 lifebuoy launches in indonesia 1960s mint variant launches 1970s lifebuoy positioned as soap for sporty people in uk and us 1970 lifebuoy begins tv advertising in indonesia 1980s soap market in south asia begins to change with the entry of discount beauty soap brands in response to rise in female purchasing power 1990s lifebuoy withdraws from uk and us markets 1995 lifebuoy launches a new white bar in indonesia 1996 success of white bar leads to introduction of a further two variants in indonesia: puralin plus and gold easing of international trade restrictions enables lifebuoy to launch in vietnam 1998 fourth variant launches in indonesia lifebuoy green 1998 soap wrapper innovation to help reduce moisture loss 2001 product innovation; launch of two milled soaps - active red and extra strong 2002 swasthya

chetna begins, india rural hygiene education programme begins 2002 lifebuoy germ fighters, sri lanka hygiene education programme begins 2003 lifebuoy bar gets a new shape 2004 berbagi sehat health education in indonesia begins 2005 life without fear frst little gandhi tv ad shown in asia 2006 harmonised lifebuoy bar soap range rolled out across asia and africa 2006 in safe hands programme launched 2008 first global handwashing day on 15th october held in over 75 countries and 23 lifebuoy markets 2009 lifebuoy s biggest ever global relaunch based on an unprecedented real-life clinical trial that focused on practising the lifebuoy way industrial revolution britain 1800 publication of darwin s the origin of species 1859 joseph lister discovers carbolic acid has antiseptic qualities 1867 alexander graham bell invents the telephone 1876 benz develops frst petrol-driven car 1885 the eiffel tower completed paris, france 1890 first coca-cola in bottles 1894 nobel prizes frst awarded 1901 the aswan dam is offcially opened 1902 first silent movie, the great train robbery 1903 first tour de france 1903 einstein s theory of special relativity published 1905 first helicopter fight 1907 opening of the world s frst fast-food outlet, automat, in new york city 1912 beginning of the great war 1914 first pair of trainers made 1917 end of the first world war 1918 spanish flu epidemic 1918 alexander fleming discovers penicillin 1928 wall street crash 1929 gandhi leads uprising in india 1930 first football world cup in uruguay 1930 the second world war begins 1939 indonesia becomes an independent nation 1945 use of antibiotics to halt the spread of epidemics becomes widespread 1945 first electronic computer 1946 india/pakistan gain independence 1947 mahatma gandhi assassinated 1948 nato founded 1949 princess elizabeth becomes queen of england aged 25 1952 us supreme court outlaws racial segregation of public education facilities 1954 first successful open heart surgery in the us 1954 invention of the silicon chip 1959 first contraceptive pill made available for women 1960 cuban missile crisis 1962 martin luther king jr. delivers his i have a dream speech in washington dc 1963 malawi becomes an independent member of the commonwealth 1964 first commercial satellite launched 1965 andy warhol creates iconic campbell s soup image 1968 neil armstrong walks on the surface of the moon 1969 last u.s. troops leave vietnam 1973 motorola made the frst cellphone call 1973 world s frst test-tube baby born 1978 ibm introduces the frst personal computers (pc) 1981 aids recognised as a global pandemic 1984 end of apartheid in south african republic 1991 the fall of the berlin wall 1994 cern pioneers the internet 1998 9/11 world trade center disaster usa 2001 euro introduced as new currency in europe 2002 pope benedict xvi succeeds pope john paul ii becoming 265th pope 2005 barack obama elected frst african-american president of united states of america 2008</Page><Page Number="9">04/05 1851 william hesketh lever born in bolton, lancashire 1867 lever joins father s grocery business, cutting soap 1872 becomes father s business partner 1874 marries childhood sweetheart elizabeth hulme, daughter of bolton linen businessman 1884 dedicates himself to soap 1888 opens port sunlight 1890 creates lever brothers limited with brother james d arcy lever 1894 lifebuoy launches in britain 1895 lifebuoy launches in south asia and south africa 1897 william lever purchases frst us factory in boston 1906 william lever elected to british parliament 1913 elizabeth hulme lever dies 1914 lifebuoy sent to soldiers during first world war 1917 william lever bestowed title lord leverhulme not just in recognition of his contribution as a global marketeer but also for his tireless commitment to health and hygiene education 1920s a fresh approach to marketing lifebuoy soap in britain and us, a positive attitude to good health, targeted at females sailor replaced with image of red lifebuoy soap bar 1922 lifebuoy begins manufacture in calcutta, india 1923 lifebuoy production changes to milled soap:

improves product s appearance and lasting quality 1925 william lever dies (may 7th) 1928 lifebuoy produced as two soaps: one for the body; one for household usage 1930 campaign to fght b.o. (body odour) launches 1933 lifebuoy toilet soap launches in the uk 1934 new factory opens in mumbai mother doctor campaign launched, initially in us then uk clean hands launches as a schools programme, educating children on need to wash hands 1939 lifebuoy provides emergency washing facilities in britain during the second world war 1949 lifebuoy launches in indonesia 1960s mint variant launches 1970s lifebuoy positioned as soap for sporty people in uk and us 1970 lifebuoy begins tv advertising in indonesia 1980s soap market in south asia begins to change with the entry of discount beauty soap brands in response to rise in female purchasing power 1990s lifebuoy withdraws from uk and us markets 1995 lifebuoy launches a new white bar in indonesia 1996 success of white bar leads to introduction of a further two variants in indonesia: puralin plus and gold easing of international trade restrictions enables lifebuoy to launch in vietnam 1998 fourth variant launches in indonesia lifebuoy green 1998 soap wrapper innovation to help reduce moisture loss 2001 product innovation; launch of two milled soaps - active red and extra strong 2002 swasthya chetna begins, india rural hygiene education programme begins 2002 lifebuoy germ fighters, sri lanka hygiene education programme begins 2003 lifebuoy bar gets a new shape 2004 berbagi sehat health education in indonesia begins 2005 life without fear frst little gandhi tv ad shown in asia 2006 harmonised lifebuoy bar soap range rolled out across asia and africa 2006 in safe hands programme launched 2008 first global handwashing day on 15th october held in over 75 countries and 23 lifebuoy markets 2009 lifebuoy s biggest ever global relaunch based on an unprecedented real-life clinical trial that focused on practising the lifebuoy way industrial revolution britain 1800 publication of darwin s the origin of species 1859 joseph lister discovers carbolic acid has antiseptic qualities 1867 alexander graham bell invents the telephone 1876 benz develops frst petrol-driven car 1885 the eiffel tower completed paris, france 1890 first coca-cola in bottles 1894 nobel prizes frst awarded 1901 the aswan dam is offcially opened 1902 first silent movie, the great train robbery 1903 first tour de france 1903 einstein s theory of special relativity published 1905 first helicopter fight 1907 opening of the world s frst fast-food outlet, automat, in new york city 1912 beginning of the great war 1914 first pair of trainers made 1917 end of the first world war 1918 spanish flu epidemic 1918 alexander fleming discovers penicillin 1928 wall street crash 1929 gandhi leads uprising in india 1930 first football world cup in uruguay 1930 the second world war begins 1939 indonesia becomes an independent nation 1945 use of antibiotics to halt the spread of epidemics becomes widespread 1945 first electronic computer 1946 india/pakistan gain independence 1947 mahatma gandhi assassinated 1948 nato founded 1949 princess elizabeth becomes queen of england aged 25 1952 us supreme court outlaws racial segregation of public education facilities 1954 first successful open heart surgery in the us 1954 invention of the silicon chip 1959 first contraceptive pill made available for women 1960 cuban missile crisis 1962 martin luther king jr. delivers his i have a dream speech in washington dc 1963 malawi becomes an independent member of the commonwealth 1964 first commercial satellite launched 1965 andy warhol creates iconic campbell s soup image 1968 neil armstrong walks on the surface of the moon 1969 last u.s. troops leave vietnam 1973 motorola made the frst cellphone call 1973 world s frst test-tube baby born 1978 ibm introduces the frst personal computers (pc) 1981 aids recognised as a global pandemic 1984 end of apartheid in south african republic 1991 the fall of the berlin wall 1994 cern pioneers the internet

1998 9/11 world trade center disaster usa 2001 euro introduced as new currency in europe 2002 pope benedict xvi succeeds pope john paul ii becoming 265th pope 2005 barack obama elected frst african-american president of united states of america 2008</Page><Page Number="10"/><Page Number="11">birth of an icon</Page><Page Number="12">evidence indicates that ancient egyptians were using soap in 1550 bc</Page><Page Number="13">it is thought that some form of soap was being used in babylon as early as 2800 bc. since then, even though the ingredients used in soap may have changed, the basic process hasn t; neutral oils or fats are boiled with alkali to produce soap and glycerine. early soaps used animal fats, but they had a rather unpleasant scent and their reaction to sunlight caused them to go rancid. the soap itself was soft and fatty, and primarily used for washing clothes; only the wealthy could afford to bathe. in 19th century britain little had changed. washing with soap remained a luxury of the upper classes. however, cleanliness was next to godliness, in the eyes of the victorians. furthermore it helped reduce the risk of disease caused by unsanitary living conditions. the desire to wash both clothes and bodies became something of a moral crusade and the consumption of soap rose steadily. the role of carbolic acid in the 1860s doctor joseph lister s discovery that carbolic acid had antiseptic properties revolutionised british hospitals. his methods of using it to clean hands and equipment during surgery were adopted throughout europe, preventing infection and saving lives. the soap that could deliver hygiene would dominate the market. a prospect william lever knew only too well. a short history of soap 08/09</Page><Page Number="14">lord leverhulme, william hesketh lever</Page><Page Number="15">lifebuoy s first brand manager william hesketh lever was one of ten children, born in bolton, in the heart of the north of england in 1851. his family was middle class, but all around him workers lived in slums, where disease ran rampant, epidemics were common and the infant mortality rate was high. originally, william wanted to be a doctor, but lever s father owned a successful wholesale grocery business and the demands of the family business were such that at the age of sixteen william gave up this ambition and joined his father. here william learned every aspect of business and after working his way up from the warehouse foor to commercial salesman, he became his father s business partner in 1872. however by 1884 william felt he needed a change, and decided instead to dedicate his business efforts entirely to the manufacture and production of one commodity: soap. this in turn led to the birth of the lifebuoy brand. william lever was almost certainly infuenced by the breakthroughs in scientifc research that were being pioneered at the time. what s more, his experience of being surrounded by the squalid, unsanitary conditions of industrial bolton not only made him determined to fnd the perfect formula for his product, but also to maintain a low price so it was affordable to everyone. in creating lifebuoy, william lever created not only one of the world s frst consumer brands but also one with strong core values, a sense of justice and a mission to act as an agent of social change. these values are all just as true today as they were when lever set up his soap business over 100 years ago. 10/11</Page><Page Number="16">the london slums late 19th century</Page><Page Number="17">the industrial revolution and the great london stink the industrial revolution that began in the early 1800s propelled britain into a frenzy of manufacturing that changed the face of society forever. one of the catalysts fuelling this change was coal. coal fred the mills and factories that dominated the townscapes; it powered the steam engines of the new railways and heated the homes of the rising middle classes. between 1800 and 1900 its production increased twenty-fold. people left the countryside in droves in the hope of work and a better life in the rapidly expanding cities. london was no exception. the capital s infrastructure groaned under the increased capacity, giving rise

to horrifc slums, where sanitation was almost non-existent. epidemics of typhoid, smallpox, cholera and diphtheria were a constant threat, attacking the poor and rich alike. the coal smoke that blackened the clear skies of england came down in thick, sooty deposits. grime was everywhere. in 1858, the crisis came to a head in the form of the great london stink. the amount of raw sewage being pumped into the city s river thames caused such a terrible stench that members of parliament in london s house of commons passed an urgent bill that later was to become the 1875 public health act. the act dramatically increased investment in sanitation and provided britain with its frst extensive public health service. it was against this backdrop that william lever frst saw the potential of the relatively humble commodity soap. 12/13</Page><Page Number="18">us lifebuoy soap packaging, late 1890s uk lifebuoy packaging, c1910 early lifebuoy advertising, 1900</Page><Page Number="19">us lifebuoy soap packaging, 1900 14/15 the star is born lifebuoy was the world s frst health soap, one that could be used for both personal hygiene and household cleaning. plus it was the frst soap to contain a revolutionary ingredient carbolic acid. acting as a disinfectant, it was the carbolic acid that gave lifebuoy soap its antibacterial properties and distinctive scent. in 1894 william lever introduced lifebuoy soap to britain. from its launch, lifebuoy was more than just a soap; it became a daily essential - literally a life saving product, offering protection from disease, as well as hygiene for the whole family. lever brothers was one of the frst companies to wrap soap individually. the distinctive lifebuoy packaging served two purposes: frst it kept the soap fresh and secondly it enabled lifebuoy to stand out from its competitors. lever chose the name lifebuoy due to its life saving associations and, more importantly, because it was easy for his customers to remember and pronounce. and it was these elements - the packaging, the brand name, and the reassuring imagery - that created a strong and enduring appeal for lifebuoy soap. those who used it could be assured that it really was a product of quality. lifebuoy advertisement, c1900 lifebuoy advertisement, c1910 for saving life </Page><Page Number="20">uk lifebuoy soap packaging - c1900 uk lifebuoy advertisement, c1895 uk lifebuoy advertisement, 1898 uk lifebuoy advertisement, late 1890s uk lifebuoy advertisement, c1915</Page><Page Number="21">uk lifebuoy soap bar, c1900 the advertising pioneer lever was an unrepentant evangelist when it came to publicity and always tried to convince others of the benefts of a large advertising budget. he is credited with once saying: altogether, lever spent an unprecedented 2m on advertising in his frst twenty years at lever brothers. much of the lifebuoy advertising was aimed at a working-class market and lever insisted his promotions had a distinctly cultural theme, often including quotations from shakespeare and other major british poets. lever also liked to create advertisements from the paintings of contemporary british artists. he would buy works from galleries, such as the royal academy in london, and have them amended to include the lifebuoy logo or a picture of the product. the art-world however, wasn t particularly in favour of this practice. in his defence lever simply argued that it brought the art of contemporary painters to a much wider audience. lever also invested a lot of money in promotions and incentives, again usually with a cultural or educational theme. in 1895 his british customers were invited to send in the parchment paper in which the soap was wrapped in exchange for books of literature the lifebuoy wrapper competition proved to be tremendously popular. 16/17 the man who whispers down a well about the goods he has to sell will not make as many dollars as the man who climbs the tree and hollers! the life saver uk lifebuoy wrapper competition, 1895 uk lifebuoy advertisement, c1910 specialist promotional lifebuoy posters. these were placed in the top corners of shop windows to frame and draw attention to the lifebuoy products on display, c1930.</Page><Page Number="22">uk lifebuoy soap packaging - 1900

uk lifebuoy postcard insert, c1910 uk lifebuoy postcard insert, c1910</Page><Page Number="23">uk lifebuoy soap packaging - 1900 18/19 uk lifebuoy advertisement, early 1920s</Page><Page Number="24"/><Page Number="25">reaching out to the world</Page><Page Number="26">just as in britain, the industrialisation of many larger us cities created a rapid rise in population. with it came dirt, disease and poor living conditions. there were obvious concerns over public health and an ongoing need to combat epidemics of typhoid, dysentery, and yellow fever. william lever saw in the us the same opportunity as he had seen in britain. with lifebuoy, he could fll the need for inexpensive, high quality, carbolic soap. so in 1895, just one year after its launch in britain, lifebuoy soap set its sights on america. lifebuoy immediately made an impact. it was one of the frst branded soaps and was promoted as the only soap that could combat germs and fght disease. it wasn t a luxury - it was an essential daily product! through press campaigns, demonstrations and door-to-door visits, lifebuoy provided education on the need for hygiene and cleanliness. to support the brand s antiseptic properties, some advertisements featured nurses and doctors endorsing it as the brand they used to clean sick rooms and bathe patients. the campaigns worked. lifebuoy was an instant success. in fact, its popularity grew so quickly that within two years, lever brothers stopped importing products from port sunlight and purchased their frst us factory in boston. lifebuoy enters america combat germs and fght disease us lifebuoy packaging, c1921</Page><Page Number="27">us lifebuoy advertisement, late 1890s us lifebuoy advertisement, late 1890s us lifebuoy packaging, 1901 us lifebuoy advertisement, late 1890s 22/23 china lifebuoy soap bar, 1930s</Page><Page Number="28">a global brand apart from north america, lifebuoy had been travelling to other parts of the world since the end of the nineteenth century when william lever successfully utilised the extended trade networks of the british empire to introduce lifebuoy to much of india, southern asia and africa. these markets had enormous potential and a very pressing need for hygiene and disease prevention. the following pages describe how lifebuoy grew in these markets to such an extent that by 1969 lifebuoy had become the largest selling soap in the world. since then, these markets have changed dramatically - politically, socially and economically - and lifebuoy has faced serious competition. uk lifebuoy soap, c1930</Page><Page Number="29">24/25 however the values lifebuoy promoted in these markets were the same values that had guided the brand at birth and the same global values lifebuoy holds today: that using lifebuoy ensures a healthy and active lifestyle. today, lifebuoy is sold in more than 34 countries around the world. key: lifebuoy presence 2009 uk lifebuoy packaging, 1933</Page><Page Number="30">into india india and lifebuoy have always shared a special relationship and today india is lifebuoy soap s biggest market. as india has grown and fourished into an independent state, so too has lifebuoy; in fact, such is the bond that it is said more indians can recall the famous lifebuoy jingle than the indian national anthem. when lifebuoy frst came to india at the end of the nineteenth century, conditions were much like victorian england, with rapid industrialisation and a fast-growing urban population leading many to live in slum conditions. lifebuoy, with its antiseptic properties, provided the population with vital protection. initially the soap was imported from britain and transported precariously hanging off the side of buffalo trucks. by the 1920s, however, rail, road and water transport infrastructures were in place and soap sales were high. the depression of the 1930s saw a slump in consumption for many, soap was a luxury. and gandhi s move towards independence called for indians to stop buying british imports. nonetheless, lifebuoy was committed to india and sought to appease the nationalist sentiment. its small factory in calcutta moved to larger premises and when british workers left, they were replaced by indian workers. and by 1947

the time of indian independence well over half the management were indian. over the next twenty years sales grew. lifebuoy was a basic and value for money product. the fact it was red weighed in its favour; in india the colour symbolises masculinity, health and valour. in 1965 lifebuoy implemented its frst change to the manufacturing process, enabling continuous, faster and more cost effective production. the lifebuoy brand s advertising campaigns always promoted health, hygiene and an active lifestyle. in the 1960s and 70s this active lifestyle included sport, mainly india s beloved cricket. the brand successfully advertised around cricket pitches and for nearly twenty-fve years, this maleorientated sports campaign worked well. then, in the early 1990s when the market for feminine toilet and scented soaps started to take over, a different approach was needed. uk lifebuoy soap packaging, 1930s</Page><Page Number="31">indian have no fear print advertisement, 2005 indian print advertisement, 1989 indian print advertisement, c1992 indian print advertisement, 2000 indian print advertisement, 2002 indian school boys wash their hands during a lifebuoy hygiene education programme 26/27 uk lifebuoy soap packaging, 1933</Page><Page Number="32">stills from the little gandhi television commercial, 2005 little gandhi - a life without fear even in its earliest incarnations lifebuoy has always been a brand more concerned with saving lives than living in fear of germs and diseases. in 2005 it created an iconic advertising campaign that perfectly encapsulated this ethos. rather than concentrating on the risks of not being protected, it focused on rewarding the protected. the little gandhi advertising campaign was frst launched in india in 2005 and heralded the concept that consumers really could live a life without fear . the campaign has been shown across asia and further afeld, with local adaptations in some markets, such as little sukarno in indonesia, little jinnah in pakistan, and most recently little mandela in south africa. us lifebuoy soap packaging, 1940</Page><Page Number="33"> life without fear little gandhi is an ordinary little boy whose world revolves around his home, dirty street (which is his playground), school and friends. one day he wakes up and decides he wants to make a difference, so he starts to clean away the rubbish from the street outside his house. he doesn t understand why, despite being always told about the importance of keeping clean, people show indifference to public cleanliness and hygiene. as little gandhi sets to work sweeping up and putting rubbish into sacks, he inspires others to help and soon the whole community is joining in. his mother watches from their balcony, proud of her son and unafraid of the flth he encounters. the street is soon clean and tidy again. it is lifebuoy soap that provides the reassurance of protection from germs. little gandhi and his friends are clean, confdent, and successful children a band of brothers who can change the world because they have no fear . the seemingly unstoppable growth of discount beauty soaps throughout the 1990s meant that lifebuoy was increasingly seen as old fashioned, strong smelling and masculine. by 2000 it was apparent that it needed to do something dramatic if it was to stay viable. the brand went back to basics to understand what cleansing meant to consumers. the result was a new vision: to make billions feel safe by meeting all their health and hygiene needs. other markets in asia watched whilst india launched its new range, with superior soaps, pleasurable fragrances, modern packing and active b - a proven germ-fghting ingredient. the resurgence that followed this re-launch was dramatic and other asian countries soon followed. in 2003 a new shape for lifebuoy was introduced as well as three new variants all offering 100% better germ protection than ordinary soaps. lifebuoy continued to strengthen its role as market leader and in 2006 a completely integrated range of lifebuoy soap was rolled out across asia. the story of little gandhi 28/29 us lifebuoy soap packaging - back of pack, 1940s</Page><Page Number="34">us lifebuoy soap packaging, 1950s

across africa africa has always been a continent rich in natural resources and in the 1890s lever saw the opportunity to secure a steady supply of ingredients for his now global industry. conditions were harsh and lever encountered many obstacles. to overcome high transportation costs he set up his own trading companies, culminating in the formation of the united african company in 1929. its reach was vast, and enabled lifebuoy to grow exponentially over the next 20 years. during this period of expansion, africa was plagued by poor sanitation and disease. the lifebuoy brand introduced a life saving educational programme; its approach was similar to other markets around the world, but logistically it was very different. promoting lifebuoy to the vast rural populations in africa was no easy task; the villages were remote, the terrain diffcult and transport and communications rudimentary. one innovative solution was the lifebuoy mobile cinema a feet of vans that drove for miles to show branded flms to entire villages, interspersed with promotions, demonstrations, fashion shows, and lifesaving messages about health and hygiene. lifebuoy thrived. however in the 1960s and 70s, the political upheavals, wars and moves towards independence all contributed to the brand s decline. it was fnally withdrawn from the south african market in 2005. yet, unlike the uk and us this was not the end of the story. in 2007 lifebuoy re-entered south africa as the brand that would provide protection against germs for the whole family. the new lifebuoy range was then soon launched in other african countries including kenya, tanzania and uganda. today lifebuoy is once more growing successfully across africa. african lifebuoy advertisement, 1930s african lifebuoy soap packaging, 2007</Page><Page Number="35">us lifebuoy soap packaging, 1950s have no fear! 30/31 after the success of little gandhi , little mandela followed in south africa african lifebuoy advertisement, 1940s african lifebuoy advertisement, 2007</Page><Page Number="36">uk soap packaging, 1950s</Page><Page Number="37">canadian soap packaging, 1951 32/33 the doorstep challenge the doorstep challenge in action indonesia lifebuoy advertisement, 2006 lifebuoy was introduced to indonesia in 1949, frmly positioned as a health brand. growth was steady through the 1950s and 60s, particularly under the pro-western government. however, the sports image of the late 1960s was felt to be too macho and by the 1970s a new, more feminine positioning had to be found. initially this was through medical endorsement, but this route later fell foul of new laws banning medical endorsement on consumer goods. in the 1980s a picture of a family was used on the packaging to highlight the need for good hygiene in real homes. this worked and a further innovation of a green cross on the packaging to differentiate lifebuoy from other toilet soaps lifted the brand further. however, as competition from fragrant toilet soaps grew, a more dramatic innovation had to be introduced to prevent market loss. in 1995 lifebuoy launched a new white version, aimed at people who really wanted to use lifebuoy but didn t like the original carbolic fragrance. to support this, the lifebuoy brand team came up with an innovative campaign to promote lifebuoy white called the doorstep challenge or tok tok wow! tok tok wow involved a well-known public fgure travelling around indonesia, knocking on doors and giving a cash prize if he found lifebuoy white soap in the house he visited. it was the frst promotion of its kind and was a tremendous success, with the visits across different areas of indonesia appearing on national television! in fact so successful was it that tok tok wow! ran for eight years from 1995-2003. the success of lifebuoy white led to the introduction of two further varieties in 1996 - puralin plus and gold, then two years later lifebuoy green. that same year, 1998, saw the pioneering launch in indonesia of the frst lifebuoy liquid body wash. today indonesia is one of the brand s strongest markets and has recently celebrated its 60th anniversary. success in indonesia</Page><Page Number="38"/><Page Number="39">different roles</Page><Page

Number="40">us lifebuoy soap packaging, 1951 lifebuoy keeps the troops clean since its launch, lever had genuinely believed that lifebuoy was the vehicle to promote hygiene and better living standards to one and all. this proved no exception in britain during the first world war. advertising campaigns encouraged those left behind to send lifebuoy to soldiers, to ensure they remained healthy, clean and best able to serve their country. lifebuoy would protect them against the germs, diseases and the general dismal conditions of the trenches. this message resonated with the thousands of wives, mothers, sisters, and sweethearts who were left at home while their loved ones were away at the front. through the role it played in safeguarding the health of british soldiers lifebuoy became something of a national hero. as the war came to an end, it was clear society had changed. the many women, who had taken the jobs left by drafted men, now enjoyed increased spending power. it was the female members of the household who became the soap industry s main consumers and the main target of lever s advertising. royal disinfectant lifebuoy uk advertisement, c1916 uk lifebuoy soap and packaging, c1915</Page><Page Number="41">us lifebuoy soap packaging,1950s 36/37 uk lifebuoy advertisement, c1915</Page><Page Number="42">uk lifebuoy soap packaging, 1965 us lifebuoy advertisement, 1923</Page><Page Number="43">uk lifebuoy soap packaging, 1967 mother the health doctor during the 1920s western society had changed, and the importance of women as the new consumers had dramatically increased. in response to this, the brand s approach focused on happiness through personal hygiene and the positive aspects of health. at this time lifebuoy also became a milled soap, a process that improved its appearance, its lasting quality and, most noticeably, its scent. in the middle of the 1920s, lifebuoy launched a campaign in the us that encapsulated a new character. mother, the health doctor, was more appealing to the female audience than the masculine lifeguard. she was a mother who was also the doctor in the home, safeguarding her family s health with lifebuoy soap. she was a role model concentrating on the care, health and future happiness of her children. the campaign was such a success that she soon appeared in the uk and remained in both markets for over a decade. in fact, the idea of mother as the protector of family health has proved to be a timeless theme and continues to appear in advertising campaigns in lifebuoy markets today. 38/39 the health doctor us lifebuoy advertisements, c1923 uk lifebuoy promotional frst aid kit, 1920s</Page><Page Number="44">us lifebuoy soap packaging, 1973 at the same time as mother the health doctor , lifebuoy ran educational programmes in schools, informing children of the need to wash their hands regularly. in both the uk and the us, this became known as the clean hands campaign. mothers, teachers, doctors and health authorities were all identifed as having the responsibility of teaching children the importance of good hygiene and cleanliness. the clean hands campaign suggested lifebuoy should be used to wash before mealtimes, after playtime and before bed. this way, children would learn to wash routinely at key moments of the day and lifebuoy soap would become a regular part of their daily routine. school programmes supported the message with lifebuoy branded wash-up charts and certifcates given to children who learned and practised this habit. like the mother doctor and clean hands campaigns before them, educational activities in schools still remain a key element of the brand s communications. lifebuoy is currently involved in ongoing school programmes in a number of countries including south africa, indonesia, pakistan and india. 1930s teaching the lifebuoy way lifebuoy us advertisement, late 1930s lifebuoy soap point-of-sale, uk late 1930s</Page><Page Number="45">canada lifebuoy soap packaging, 1975 40/41 get through winter without a cold! lifebuoy clean hands campaign: merit medal, health guards badge, wash-up chart and certifcate, 1930s lifebuoy advertisement, canada 1939

lifebuoy advertisement, us 1930s</Page><Page Number="46">the 1930s saw a growth in incomes on both sides of the atlantic and with this wealth came an increased desire for choice. consumers began to look at products that could meet new needs. they wanted products that would help self-improvement, establish their identity and make them more sociably acceptable. in an unorthodox move lifebuoy developed a campaign which focused not just on its ability to fght germs and keep clean, but on the prevention of embarrassing body odour frst coining the phrase b.o. for bad or body odour. the advertising, targeting both men and women, claimed simply that daily use of lifebuoy toilet soap could eradicate unpleasant body odour. this offered a simple solution to what was regarded as a social disgrace. in one swift move lifebuoy identifed an opportunity to sell itself not just as a soap, but as a self improvement aid that could win friends, romance and success. b.o.! lifebuoy comic strip style advertisements c1930 canadian soap packaging, 1975</Page><Page Number="47">42/43 all over protection against b.o. lifebuoy advertisements c1930 the campaign initially ran with traditional text and photography, but later featured cartoon strips. these proved hugely successful. after all, this was the great age of the comic strip. magazines such as marvel were popular not only with teenagers, but also with adults. aware of this, lifebuoy tapped into this highly visual art form in order to communicate better with its consumers. us soap packaging, 1980</Page><Page Number="48">when world war ii broke out in 1939, lifebuoy undertook a much-needed service to aid britain in the war effort. in some of the most badly blitzed areas of the country lifebuoy branded vans would be despatched to deliver emergency washing services. the small feet of lifebuoy vehicles was equipped to provide hot showers, towels and soap to the inhabitants, many of whom were now destitute. between 1939 and 1944 over a million british children were evacuated to the countryside. through advertising, the lifebuoy brand reassured parents and guardians that although these were diffcult times for children it shouldn t affect their health, stressing the need for children to keep the lifebuoy way . peace was fnally declared in 1945 and a new campaign appeared, featuring happy children enjoying a healthy life with lifebuoy. this campaign was also a way of re-branding the household soap (previously known as health soap) as red lifebuoy. the distinction for consumers was simple - red lifebuoy was used for cleaning the home, whereas lifebuoy toilet soap, in pink and white, was for personal use and bathing. the second world war lifebuoy advertisement us, c1940 lifebuoy emergency bath service, stepney, london, 1944 lifebuoy emergency bath service, canning town, london 1941 indonesian soap packaging, 1997</Page><Page Number="49">44/45 we re all sweating more in 44 us lifebuoy comic strip style advertisements, c1940 lifebuoy advertisement us, c1940 excerpts from lifebuoy advertisement, c1940 indonesian soap packaging, 2003</Page><Page Number="50">indian soap packaging, 2003 looking good smelling sweet by the end half of the 1950s lifebuoy was the number one selling soap in the us. unfortunately, lifebuoy had greater appeal with men than women - and as it was women who now bought the family soap this number one position was under threat. women were put off lifebuoy by the strong carbolic smell. new perfumed brands were now available, offering sweeter smelling beauty soaps and fragranced deodorants which were more appealing to consumers wanting protection against body odour. so in an attempt to win back their female audiences, lifebuoy introduced a new ingredient: puralin and changed the soap to a softer more feminine coral colour. puralin was the perfect ingredient; it gave consumers exactly the same anti-germicidal benefts that carbolic acid had but without the smell. women were delighted, but not everyone approved. older generations missed the familiar carbolic scent, so reminiscent of their childhood. so through clever marketing, lifebuoy agreed that it simply couldn t

please all of the people all of the time. a range of ads were released to start a debate - we hate new lifebuoy soap because it worked! despite criticism from a few, most people loved the new colour and fragrance and saw it as change for the best. bath-to-bath protection </Page><Page Number="51">indian soap packaging, 2003 us lifebuoy advertisement, 1950s 46/47 us lifebuoy soap bar, c1959 us lifebuoy advertisement, c1959 us lifebuoy advertisement, c1959</Page><Page Number="52">lifebuoy television commercial uk, 1966 india lifebuoy soap packaging, 2004</Page><Page Number="53">getting minty the successful addition of the slightly spicy, coral coloured soap showed that once again lifebuoy was right on the pulse when it came to consumer demand in the uk and us. so in the 1960s it followed up with two new coloured bars with fragrances to match. the frst to hit the market was the more foral scented lifebuoy white. in the past, the germicide ingredients had often discoloured white soap when it was exposed to light. so colour dyes had to be added to hide the stains. white was what consumers wanted and lifebuoy now had the technology to make the most of this trend. shortly after lifebuoy white, came the third variant, pine green. with these three extremely appealing soaps in the range, lifebuoy was in a strong position to face the competition. everything about the brand - its packaging, its colour, and its fragrance - had been updated, however market research indicated that consumers still thought of lifebuoy as old fashioned and strong smelling. not to be deterred, new product concepts were tested and in 1966 lifebuoy mint refresher was introduced. the new minty soap s fragrance was associated with cooling freshness and was promoted in magazines with sniff sample inserts, helping lifebuoy to recapture lost ground. this man just showered with a new kind of soap, new lifebouy mint refresher. a soap so loaded with mint, so tangy, so frosty, it drives wives wicked. every bar of lifebouy mint refresher contains the essence of 125 mint leaves. soap has never smelled this good before, and neither have you. new lifebuoy mint refresher - drives wives wicked. 48/49 voice-over from the mint refresher television commercial, uk 1966 saudi arabian lifebuoy soap bar, 2004</Page><Page Number="54">indian lifebuoy packaging, 2004 the sporty soap because of its deodorising properties, lifebuoy has always been considered a soap for active people and no more so than for sportsmen. in the us market lifebuoy used celebrity athlete endorsements, promotional baseball and auto racing trading cards to reach its consumers. during the 1970s there were a great many campaigns in the uk that offered a number of sport-related giveaways. these included the lifebuoy book of test series containing autographs and pictures of the english and australian cricket teams, as well as free english and scottish league football fxture lists. in south asia sport was also widely used in lifebuoy advertising with great success, in the late 70s the brand was commonly seen on cricket and football pitches. lifebuoy test match souvenir booklet advertisement, uk 1962 the lifebuoy souvenir test match booklet, uk, 1962 the philadelphia phillies is a baseball team with a chequered past. in fact over the years they have lost more games than they have won, but they have always been viewed with great affection. back in the 1920s there was a sign on their outfeld wall advertising lifebuoy and it read, the phillies use lifebuoy! because of the team s propensity to lose, their fans would sadly respond, it doesn t matter, because the team still stinks. us lifebuoy soap advertisement, c1985</Page><Page Number="55">indian lifebuoy soap, 2004 be free from any likelihood of offending 50/51 lifebuoy advertisement us, c1930</Page><Page Number="56"/><Page Number="57">the health pioneer</Page><Page Number="58">indian lifebuoy soap, 2004 billions of people around the world are unaware of the basic rules of hygiene. they do not wash their hands with soap at the critical times during the day and unwittingly spread the germs that cause disease. in 2002, swasthya chetna (health

awakening) hygiene education programme was launched under the lifebuoy brand in india. the programme was specifcally designed to combat this problem. today it has grown to be one of the largest programmes for hygiene education in the world. the aim of the project is to spread the importance of handwashing with soap. in just seven years, the swasthya chetna hygiene education programme has reached over 120 million people in more than 50,000 rural villages. as part of the programme, lifebuoy teams visit each village several times, engaging with the community and ensuring the formation of local self-help communities . these groups help to keep the message alive and ensure that what has been learnt does not dwindle and fade. in april 2006, to mark world health day and in recognition of the work done by the lifebuoy brand, the indian postal department released a special lifebuoy swasthya chetna postal cover. lifebuoy was the frst brand to receive this honour and recognition in india. similar programmes are ongoing in bangladesh, sri lanka and pakistan, and are helping to inspire the modern communication of the lifebuoy way. lifebuoy: saving lives lifebuoy: saving lives lifebuoy: saving lives through education through education through education</Page><Page Number="59">zimbabwe lifebuoy soap packaging, 2005 54/55 left to right: swasthya chetna (health awakening) logo; advertising on the streets of india; the swasthya chetna postal cover, 2006; teaching the importance of handwashing in an indian school; lifebuoy in action in india swasthya chetna (health awakening)</Page><Page Number="60">images from the berbagi sehat programme, 2005 lifebuoy soap packaging, pakistan, 2005</Page><Page Number="61">the honoured soap 56/57 lifebuoy holds a very special position in the indonesian market: people trust both the soap and the messages it conveys. no wonder then that in 2005 lifebuoy was awarded a citizen brand accolade in recognition of the work it has undertaken in hygiene education over the years, including community health projects with unicef and the indonesia doctor association (ida). through the lifebuoy berbagi sehat programme, launched in 2004, lifebuoy renewed its commitment to contribute to a healthier nation by creating public awareness of the importance of handwashing and the elimination of germs. since the programme was launched it has been expanded in terms of both scope and geography. the frst year focused on infrastructures, such as sanitation and community water systems. then in 2005 a wider schools programme began, aimed at empowering children. this was known as the lifebuoy little doctor, the 20-second force , and was endorsed by both the department of public education and the department of health. since then berbagi sehat has benefted millions of school children and their parents across indonesia. in indonesia lifebuoy has been able to change the way people think about health. it has successfully proved that lifebuoy is a brand for everyone, whatever someone s age or whoever they may be; everyone has a right to be healthy. the 20-second force educational comic-style communications, 2005 lifebuoy soap bar, pakistan, 2005</Page><Page Number="62">indonesian lifebuoy soap packaging, 2005 the ultra-violet light shows up invisible germs which are still on hands after rinsing only with water school girls wash their hands during the swasthya chetna hygiene education programme</Page><Page Number="63">indonesian lifebuoy soap packaging, 2006 lifebuoy has been tirelessly pioneering the need for good health and hygiene since william lever frst produced affordable, antiseptic soap in 1894. today lifebuoy is still at the forefront of developing simple ways to promote these health benefts. but is there a way to determine whether or not these messages really do make an impact on people s lives? unilever smart sensor technology is now widely regarded as the best way of measuring handwashing behaviour. by placing small sensors inside bars of lifebuoy soap, researchers can gather accurate information during rural hadwashing trials. in the swasthya chetna hygiene education programme, a

number of households in a rural village in india were studied. smart sensors in soaps were able to determine whether people were washing their hands at the right times to prevent the spread of germs. these research fndings will then be used in developing future programme materials, making them more effective at changing peoples hygiene behaviours. the glow-germ demonstration kit is another simple but extremely powerful tool to show children and adults that invisible germs stay on their hands unless they use soap and water - visibly clean is not really clean . children, and adults, learn that to wash hands effectively, they must use soap! lifebuoy product innovations for its frst hundred years of life the lifebuoy product changed little. then at the beginning of the 21st century, as liquid hand and body washes emerged as a fast growing segment, the brand team made some major product innovations. until then consumers had to choose between a strong smelling effective germ kill liquid handwash or something altogether more pleasant that did not protect from germs. in 2006 four liquid hand wash products were introduced, which both killed germs and had a pleasing fragrance! they were followed later that year by lifebuoy deepclean bodywash, taking further advantage of the strong move for consumers to convert from bar to liquid format. populations in the developing world are young, with 20% aged 11-19. acne is, understandably, of great concern. lifebuoy recognised this and with radical new technology and ground breaking product development the clearskin bar was launched in 2006. signalling that lifebuoy was the complete hygiene and skin health brand, relevant for everyone and not just families with children. the smarter soap 58/59 visibly clean is not really clean </Page><Page Number="64">you re in safe hands one of the biggest challenges faced by countries affected by diarrhoeal disease is encouraging people to wash their hands regularly with soap. this change in behaviour alone is the most cost-effective way to prevent deaths in rural communities. historically, those responsible for handwashing campaigns were engineers, public health offcials and other nongovernment organisations. only a few of them, however, had been exposed to the marketing techniques needed to make such programmes really effective. seeing an opportunity to put their expertise to good use, the lifebuoy brand team joined forces with the unilever marketing academy to create the in safe hands workshop. the workshop s aim was to teach relevant communication skills to public sector employees involved in handwashing programmes. the development of in safe hands is one of the private sector s most important contributions to the public-private partnership for handwashing with soap (ppp-hwws). the campaign has also helped kenya, uganda, tanzania, vietnam and indonesia to develop national handwashing campaigns. the impact that in safe hands has made is so impressive that in countries where lifebuoy is present, governments continue to call for its support. indian lifebuoy handwash, 2006</Page><Page Number="65">60/61 the power is in your hands kenya, 2007 vietnam, 2006 pilot campaign posters uganda, 2007 kenya 2007 handwashing programmes: indian lifebuoy handwash, 2006</Page><Page Number="66">indian lifebuoy soap packaging, 2007 bangladesh world record for handwashing, 2008</Page><Page Number="67">lifebuoy changes the world! indian lifebuoy soap packaging, 2007 on the 15th october 2008 lifebuoy was one of the driving forces behind the frst ever global handwashing day. it was a tremendous success and took place in over seventy-fve countries around the world including india, cambodia, malaysia, pakistan, indonesia, sri lanka and south africa. ministers, diplomats, celebrities, sports men and women, health workers, captains of industry, media moguls, teachers, head-teachers and millions of children got involved on the day all with the purpose of educating and inspiring children to adopt a healthy hygiene habit. there were rallies, parties, meetings and of course, lots and lots of handwashing. in bangladesh 1213 people helped create a new

world record for the most number of people to wash their hands at the same time. the lifebuoy brand co-founded the now annual event uniting with other members of the global public private partnership for handwashing with soap, including the world bank, unicef, usaid, centre for disease control and prevention and procter & gamble. the lifebuoy brand has been championing health through hygiene for over 110 years. this is something that is, and always has been, at the very heart of the brand. global handwashing day is yet another example of the brand helping to inspire people to make simple changes to their behaviour and get more out of life. 62/63</Page><Page Number="68"/><Page Number="69">a new dawn</Page><Page Number="70"/><Page Number="71">the legacy of a non-conformist lifebuoy has one of the proudest histories of any brand in the world. it has at its core a liberating brand vision: to make fve billion people feel safe and secure by meeting all their personal care health and hygiene needs. the lifebuoy vision defnes a bigger purpose alongside growth, proft and market share. the brand has the power to inspire, motivate, and change lives. ultimately, this vision to save lives remains unchanged since 1894, and is the shared dream and passion of all the people who work with it. today, lifebuoy is the number one health soap brand in the world. and it continues to save lives. however there is much to do; today, a child dies from diarrhoea somewhere in the world every ten seconds. it is proven that handwashing with soap and water is the single most cost-effective health intervention. it is the brand s mission to be the tireless crusader championing the cause of health and hygiene through superior products that deliver enjoyable, compelling and competitive experiences of health, and a visible commitment to actions for cleaner, more hygienic and ultimately healthier communities around the world. as a result the lifebuoy brand will continue to promote the benefts of handwashing with soap through creative inspiration and innovation just like william lever did over one hundred years ago committed to the mantra of doing well by doing good . it is this legacy that now lies in your hands. 66/67</Page><Page Number="72">realising the vision 2009 saw the biggest global relaunch in the brand s history. combining a mix of products and practices to deliver real health benefts, it brings to life the idea of life without fear in the most exciting way yet. while we don t know at the time of publication what the results will be, we do know that this relaunch has been built on unique foundations. between october 2007 and august 2008, the lifebuoy brand team worked with over 2000 families across approximately 70 communities in mumbai in the biggest real-life clinical trial ever conducted by any of unilever s home or personal care brands. half the families were provided with lifebuoy soap along with regular education about the lifebuoy way, namely the importance of washing hands with soap at fve key occasions during the day. at the end of the trial, the target fve year old children in this group suffered 25% fewer episodes of diarrhoea in the year than those in the control group, and they also missed 26% fewer days off school. this helped not only their education potential, but enabling them to be more active and spend more time playing with their friends. the study proved in real life the dramatic impact that the lifebuoy way can have on children and other family members and forms the basis of a relaunch that is a signifcant step towards helping lifebuoy reach its vision of making fve billion people feel safe and secure by meeting their health and hygiene needs.</Page><Page Number="73">68/69</Page><Page Number="74">uk, 1900 us, 1930 canada, 1951 brazil, 1953 uk, 1920s spain, 1937 uk, 1951 us, 1958 uk, 1910 uk, 1930 canada, 1951 canada, 1957 uk, 1970 uk, 1972 uk, 1971</Page><Page Number="75">70/71 us, 192os egypt, 1940s china, 1952 uk, 1959 china, 1930s uk, 1951 new zealand, 1953 uk, 1965 us, 1921 us, 1950 china, 1952 uk, 1965 us, 1973 canada, 1975 canada, 1975</Page><Page Number="76">us, 1980 uk, 1998 south africa, 2005 india, 2007 south africa, 2008

uk, 1983 india, 2003 sri lanka, 2005 india, 2007 india, 2009 uk, 1983 egypt, 2000 south africa, 2005 india, 2007 south africa, 2008</Page><Page Number="77">72/73 uk, 1984 india, 2003 sri lanka, 2005 india, 2007 india, 2009 india, 1997 india, 2003 saudi arabia, 2005 south africa, 2008 india, 2009 us, 1994 india, 2003 saudi arabia, 2005 south africa, 2008 india, 2009</Page><Page Number="78">acknowledgements unilever plc. lifebuoy, the lifebuoy logo, in safe hands, lifebuoy way and healthy hoga are trade marks of unilever. this book should not be reproduced in part or full without prior permission. thanks to the global lifebuoy brand team, and special thanks to cram international. for the imagery throughout the book, our thanks goes to the unilever archives, robert opie and the robert opie collection at the museum of brands, packaging and advertising.</Page><Page Number="79">references ian bradley enlightened entrepreneurs - business ethics in victorian britain. w j reader fifty years of unilever john a hunt, phd, frpharms a short history of soap, the pharmaceutical journal vol 263 written, designed and published by salt, make alias and bea mitchell turner saltlondon.com makealias.com nagualconsulting.co.uk lifebuoy.com unilever 2010 printed april 2010</Page><Page Number="80">printed on recycled paper using vegetable oil based inks</Page><Page Number="81"/><Page Number="82"/><Page Number="83"/><Page Number="84">a life without fear the lifebuoy history 1894 - 2009 over a hundred years ago when william hesketh lever frst had his vision - to create an affordable, antiseptic soap that could protect and save the lives of the working masses - he little realised how far his chunky red soap bar would come and just how many lives it would save. since its launch in 1894, lifebuoy has become the number one health soap brand in the world. lifebuoy has a full product range, with soap bars, hand wash and body wash liquids, that span continents. its vision is to make fve billion people safe and secure and it campaigns tirelessly to promote health and hygiene in some of the world s poorest regions. it liberates people from their hygiene anxieties and health insecurities and enables millions to enjoy a life without fear. this book charts the lifebuoy brand s fascinating history; its rise to iconic status and its pioneering health and social work across the globe.</Page></Pages></Search>