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Unilever-owned brand Lifebuoy says it will double down on product innovation and aggressive marketing tactics in order to maintain the sales boom seen throughout the COVID-19 pandemic.
In 2020, Lifebuoy grew by over 50% on the back of demands triggered by COVID-19 and the brand’s COVID-19-focused communications, such as its ‘H is for Handwashing’ campaign to raise awareness of handwashing and hygiene among children.
“As the pandemic took hold, we saw a resurgence in the need for trusted, effective hygiene products. Our objective during the pandemic was straightforward – to increase the supply of and access to our affordable hand hygiene products, whilst educating more people about good handwashing habits to stay safe,” said Poh Khim Yin, global brand vice president, disruptive hygiene, Unilever.