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35 Lifebuoy


Company: Unilever Indonesia Tbk PT

Brand Value: US $310 million

Headquarters: Jakarta

Year On Year Change: -4%

Industry: Personal Care

Year Formed: 1948

Lifebuoy provides affordable health, hygiene and protection against germs, with a range of soap, shampoo and other cleansing products aimed at families. The brand has a broader mission to promote good hygiene, especially the importance of handwashing, across Indonesia. To mark Indonesian Independence Day in 2017, Lifebuoy worked with volunteer organization Sekolah Relawan on a campaign to build handwashing facilities in 25 schools in 13 Indonesian cities. In October 2017, Lifebuoy marked Global Handwashing Day with the #TepukSehatIndonesia campaign about the importance of handwashing to families, particularly those with young children. This was supported by live events in 10 cities, and an Instagram photo competition. Families are always at the heart of Lifebuoy communications, and in 2017 the brand recruited actress Titi Kamal, her actor and entrepreneur husband Christian Sugiono and their son as Lifebuoy brand ambassadors. The family supported the launch of the new Lifebuoy ActivSilver Formula range, which includes anti-bacterial silver essence.