Lifebuoy, Hindustan Unilever Limited’s soap brand, is continuing its repositioning from a hygiene-focused product to a skin protection offering with its on-ground ‘Skinvestigator’ event. Following its campaign with Shah Rukh Khan, this phase adopted a content-led format, with creators taking on the role of ‘Skinvestigators’ to examine the brand’s shift from hygiene to skin health.
The event, held at HUL’s Mumbai office, introduced Lifebuoy’s new skin health range, which includes formulations with peptide boosters. A central activity titled ‘The Case of the Missing Red Bar’ engaged over 30 creators, symbolising the brand’s pivot from hygiene-first to skin health care.
Proceedings began with a panel discussion moderated by Anu Menon (Lola Kutty), featuring senior dermatology professor Dr. Mukta, medical practitioner Dr. Collin Jamora, and R&D expert Amithabha Majumdar. The discussion explored evolving body care habits, the growing role of skin health, and innovation in the category.
Participants then engaged with interactive zones and activities that explained the science behind the brand’s formulations, culminating in the metaphorical discovery of the 'missing red bar'– repositioned from a symbol of hygiene at the sink to skin protection in the bath. Attendees also visited the Pilot Lab to see soap-making processes and explore the ingredients behind Lifebuoy’s new products.
The event included a showcase tracing the brand’s history back to the 1800s, highlighting its longstanding association with hygiene and its current repositioning around skin health.
Vipul Mathur, Executive Director Personal Care, Hindustan Unilever, said: “Consumers are revolutionizing wellness by demanding science-backed solutions, digital innovation, and greater transparency. As an iconic brand, Lifebuoy enters this new phase with a clear mission: to keep your skin protected so lives can be lived in full glory. This shift reflects our evolution toward holistic, science-backed, and future-ready skin protection.”
Lifebuoy’s new range is dermatologist-approved and backed by the British Skin Foundation. Earlier this year, the brand released its first advertisement under the skin protection positioning featuring Shah Rukh Khan, followed by a second film that reinforced this direction. The campaign depicted a dancer preparing for a wedding rehearsal whose participation is hindered by skin irritation, resolved by Lifebuoy soap formulated with peptide boosters and vitamin E.
The upgraded soap bar and newly launched body wash feature added vitamins and peptide boosters, designed to cleanse and strengthen skin while offering protection.
