WILD CARD PERSONAL WASH LIFEBUOY
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LIFEBUOY SUPERFAST HAND WASH CASE STUDY
Market Scenario:
Consumer Profile:
Lifebuoy's Role:
• With the rise in incidences of various epidemics globally, there is a structural shift in the Skin Cleansing (SCL) market towards the Health & Hygiene (H&H) products, which is driving category growth. In this market hand wash (HW) is the fastest growing format, growing ahead of bars and body wash, with a potential to grow exponentially.
• Lifebuoy is the world's largest H&H brand by volume within the SCL category. However HW is still a small part of the brand currently contributing under 10% of Lifebuoy's overall turnover.
• Due to the growth opportunity in the HW market many players are beginning to enter into this segment with tailor made offerings, as such there is a growth in the number of SKUs available in the market. The global HW market has the appetite for more consumer need specific SKUs & variants.
• In the HW market some of the major competitors of Lifebuoy are:
- Dettol: The biggest player in the H&H HW market, Dettol's message for liquid HW is focused on indicting bar that is used and touched by many people. Dettol is proliferating the market with different variants such as the core germ kill range, naturals range, healthy tough range etc. and are upgrading consumers through premium formats such as HW devices. - Kirei Kirei: A considerable opponent in South East Asian market, Kirei Kirei is focusing on a superiority message about killing bad bacteria and being the No. 1 brand in Japan.
- Carex: Their proposition is based on faster germ kill with promotions to drive consumption (Pump & refill banded packs) - Protex: The third largest player in the H&H market, Protex's proposition is about 10X more antibacterial protection.
• The HW consumer is a 25-35 year old mother with kids. She