Unilever / Lifebuoy

The bottom line: 43% sales increase in first month, #1 brand on TikTok Shop, and successful transformation from clinical germ protection to empathetic skin care leader. 

The Momentum Challenge

Lifebuoy faced a reinvention imperative. After 130 years as the world's No.1 hygiene soap brand, post-COVID hygiene had become table stakes. The trusted germ protection champion needed to redefine its relevance in an increasingly saturated market where hygiene was no longer a differentiator.

The crisis was complex: How do you evolve a clinical, functional brand into something that resonates with younger, more sophisticated consumers? How do you maintain authority while developing affinity? Lifebuoy needed to transform from a cooler, clinical tone to a warmer, more empathetic expression without losing its heritage credibility. 

MSQ's joined-up approach: Rather than surface-level messaging changes, we assembled integrated teams to fundamentally reimagine what Lifebuoy could represent in modern skin care. 

The Joined-up Solution

We discovered the balance between authority and affinity. Our strategic work revealed that Lifebuoy could own skin hygiene superiority while expressing empathetic care – moving beyond germ protection to become an unparalleled authority in comprehensive skin health.

The strategic transformation: We repositioned Lifebuoy from clinical functionality to empathetic skin hygiene authority. The distinctive split shape inspired by the iconic logo became our visual device, balancing 130+ years of expertise with family care and emotional connection. 

Integrated execution across every dimension: 

• Brand Strategy: Elevated positioning from germ protection leader to skin hygiene authority 
• Design Innovation: Distinctive brand world with flexible visual system supporting portfolio growth 
• Cultural Insight: Shift to warmer, vibrant expression appealing to younger demographics 
• Product Innovation: Premium 'Naturals' range reflecting market pivot toward natural beauty 

The Momentum Delivered

Explosive market disruption in a premium segment:

• 43% increase in total sales in first month
• #1 brand position on TikTok Shop

 Brand elevation beyond functional benefits:

• Successful repositioning from clinical to empathetic authority
• Premium range launch aligned with natural beauty trends
• Cultural relevance established with younger, sophisticated consumers
• Scalable design system enabling future portfolio expansion across geographies 

MSQ's joined-up thinking delivered heritage preservation and modern relevance – combining brand strategy, design innovation and cultural intelligence to create unstoppable brand momentum for Lifebuoy.