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Lifebuoy, the largest health soap brand in Bangladesh, aims to help 160 million Bangladeshis meet their health and hygiene needs. It is a household name remembered in every corner of the nation. Lifebuoy is also the first brand to receive the Royal Society for Public Health’s (RSPH) accreditation status that recognizes Lifebuoy’s efforts to improve hygiene education around the world.

Lifebuoy is known traditionally for its classic red bar and distinct smell which was synonymous with cleanliness.  Over the years, it has evolved to meet the changes in consumer needs. The latest re-launch of the soap in 2014 has proven how Lifebuoy is in accord with the changing lifestyles and requirements. The new mix includes a new formulation, making it more relevant to both new and existing consumers. It is Our Best Protection * against 10 infection causing Stronger germs.

The Lifebuoy variants are shaped even more efficiently to keep the soap more dry while giving more lather faster and with using less water, making them longer-lasting and budget efficient. The modern packaging also gives Lifebuoy a better feel, fragrance and effectiveness.

The bar soaps are available in three variants:

Lifebuoy Total 10

This variant offers all the goodness of the original red Lifebuoy with an improved new formulation and unique shape. It gives 100% better germ protection** for the entire family.

Lifebuoy Mild Care

This variant is a special formula, which is gentle and caring, taking care of delicate skin. While it protects you from germs, it is still mild and gentle on your skin.

Lifebuoy Lemon Fresh

This variant offers our best ever protection against 10 infection causing germs and is infused with the goodness of lemon to protect you and your loved ones, while keeping you fresh.

Lifebuoy Handwash

Lifebuoy also offers specific health benefits through its specialized product formats like Lifebuoy Hand wash. This is a highly specialized hand wash product from Lifebuoy available in liquid form. With active natural shield that gives 99.9% germ protection in 10seconds***, Lifebuoy Hand wash is proven to protect hands from harmful germs that can cause diarrhoea, stomach infections etc in the fastest and most effective way. The hand wash is currently available in two variants: ‘Total 10’ and ‘Mild Care’.

Lifebuoy is continuously improving its ability to fight germs so that it keeps its promise to you of a healthy family, so you can enjoy your life without the fear of germs.

Lifebuoy’s Social Mission

Lifebuoy’s School Of 5

Did you know Diarrhoea is a leading killer of children, accounting for 9 per cent of all deaths among children under age 5 worldwide? The situation is no different in Bangladesh. In fact, Diarrhoea is one of the leading causes that contributes to the high infant mortality rate of 40.9 in 1,000 live births, which is 5th in Asia. 

The popular practice of washing hands with ONLY water assuming visibly clean hands mean germ free hands is one of the major contributing factors causing child mortality. A simple act of hand washing with soap regularly can save the lives of thousands of children in Bangladesh.

In order to change the child mortality scenario, Lifebuoy has rolled out the biggest hygiene education campaign in Bangladesh by localizing the global model of “School of 5” targeting schoolchildren of 6-12 years of age and their mothers.

Empirical research shows that an individual needs to constantly practice a particular behavior for 21 to 50 days for it to adopt the behavior. Therefore, Lifebuoy educates people to wash their hands 5 times a day through a 21 day habit change interventions in school. In 2014, this is being stepped up with the partnership of international NGO WaterAid, Plan International, WSUP and co-funded by British Government (DFID).  This 21 day highly interactive school program is designed to lead behavioral change that interacts with both school children and mother promoting hand wash in 5 critical occasions with soap.

By the end of 2015, Lifebuoy would take the lifesaving message of hand wash to 30 million Bangladeshis. This exemplifies the Brand’s aim to improve hygiene by promoting healthy habits in Bangladesh.





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