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Lifebuoy enters dishwash category to serve value-conscious consumers

The launch of Lifebuoy’s first-ever dishwash liquid in Indonesia presents a significant growth opportunity for the brand as consumers turn to trusted brands for affordable products.


Unilever has launched the very first Lifebuoy dishwash liquid in Indonesia to serve the increasing number of value-conscious consumers who are looking for superior cleaning products at affordable prices.

This new product brings the strength of the Lifebuoy brand – which is well known for its personal care products – into a whole new category. It also complements the existing dishwash offering from our Sunlight brand, which is a market leader in the country, with high-performance products at the mid-level and premium price points.

When it comes to low-price dishwash products, research showed that consumers are faced with two common challenges. Firstly, that they don’t clean particularly well, so consumers end up having to rewash dishes, which means using more product and rinsing more often. Secondly, that the residue not completely removed during the initial wash causes bacteria.

The new Lifebuoy formulation answers these challenges by effectively eliminating grease and bacteria in just one wash, which means it requires less liquid, effort and water to do a thorough job. It’s also more sustainable, with 100% plant-based surfactants (the ingredients that allow foaming and cleaning) and zero petrochemical active agents. The dishwashing liquid, which is 99% biodegradable, is the latest in Lifebuoy’s BotaniTech range.

“Post-pandemic, affordability and hygiene have continued to remain important for shoppers,” says Anggya Kumala, Home & Hygiene Marketing Lead, Indonesia. “But it’s a dual need that wasn’t being met by the current low-price dishwash products. The new Lifebuoy dishwash offers consumers exactly what they’re looking for – a brand they can trust to clean dishes hygienically, at an accessible price point.”

“This launch of Lifebuoy into hand dishwash presents a huge growth potential for Unilever in the category,” adds Duygu Ersoy, Hand Dishwash Global Lead. “Lifebuoy and Sunlight will play different strategic roles in the portfolio, catering to the different consumer needs in the market.”


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