#BYMEspresso☕: Lux with a "Lump"
For the very first time, Lux innovated to redesign its soap with a visible lump on it, to alert women to the cause, and encourage self-examination.
More than a decade-old beauty soap from the house of Hindustan Unilever, Lux aims at making women not only feel beautiful but ensuring their good health and well-being, too.
For the very first time, Lux innovated to redesign its soap with a visible lump on it, to alert women to the cause, and encourage self-examination.
‘The Soap with a Lump’ from Lux is a powerful trigger to the importance of self-examination. In the privacy of their bathroom, when women are alone and uninhibited, the soap encourages women to check their breasts for any lumps or deformities.
The soap was first launched in Mumbai, in collaboration with the Indian Cancer Society (ICS) and was distributed through ICS’s breast cancer camps. The campaign was extended across the country through the ICS’s various distribution channels such as awareness camps, workshops, facilitation centers, etc.
The brand accumulated a Global Reach of 9.4 million within 24 hours and led to a 27% increase in inquiries about breast awareness and early detection.