RajatJun 3, 2024
Karthik S
In the beginning, we washed our hands with soap.
Then, we got handwash liquid, in pumps.
There was a period when soaps and liquid handwash co-existed, for the same purpose (handwash).
In 2020, during the pandemic, a Dettol advertisement showcased how soap effectively repels germs in the hand, using a 'demonstration'.
See video 👇 1/5
Jun 3, 2024 at 4:36amWeb
Show threadKarthik SJun 3, 2024
2/5 In 2023, Dettol, advertised its liquid handwash by urging people to avoid using soap for handwash. The logic? 'Soap sharing leads to germ sharing', it seems, going against its own pitch from 2020.
See video 👇
Show threadKarthik SJun 3, 2024

3/5 Now, a parallel is playing in the bathing soap category.

Lux has always showcased its (bar) soap, for over 100 years. See video 👇 of just one such ad, featuring Anushka Sharma and Virat Kohli.

Show threadKarthik SJun 3, 2024
4/5 But a new Lux ad, featuring Suhana Khan, actually offers a reason for people to stop using bar soap for bathing. The reason? It seems the humble bar soap loses its fragrances over time (because it's out of the wrapper, in a soap dish/box; in use every day)! See video 👇
Show threadKarthik SJun 3, 2024

5/5 So, what does Lux suggest we do? Use their liquid bodywash, of course. The funny thing is that Lux had bodywashes for a very long time. Ad campaigns for Lux bodywashes has even featured Pooja Bhat in her heydays, to give you context how long back it was :)

But now, Lux bodywash's pitch is going against its own cash cow, bar soaps!

I wonder if the brand team that handles Lux body wash discussed this idea with the brand team that handles bar soaps.