Company:UnileverIndonesiaTbkPT Brand value: US $296 million Year on year change: 7% Headquarter city:Jakarta 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 protecting families. The brand’s communications in Indonesia have for many years focused on the importance of hand washing in promoting good health; in the past year the brand has launched a range of new and improved products.
Its annual public education campaign this year celebrated reaching 70 million ‘healthy Indonesian hands’ and Lifebuoy is working with PERSI, the Association of Hospitals in Indonesia, in five cities to promote hand-washing with soap as part of good hygiene in hospitals.
Support for a hygiene project in local health clinics is providing advice to families with children under age five on the role of hand hygiene in increasing the survival rate of babies, and in 2015 reached more than 4 million mothers. More than 20,000 primary school children and their families across the country joined in fun, educational activities for Global Hand Washing Day in October 2015, backed by Lifebuoy in collaboration with the Ministry of Health and other partners. During Ramadan, the brand ran a season-specific hygiene campaign called Lifebuoy Hijab, and ran online activities including quizzes to promote cleanliness.
Lifebuoy’s original soap, with its distinctive red bar on the packaging, is at the heart of the brand, but in recent years new variants have been launched with a similar family-friendly, tough-on-germs message. Unilever is listed on the Indonesia Stock Exchange.