Background

Lux has been India’s trusted soap brand for 90 years. While it has always encouraged women to embrace their beauty, it also cares about their good health. Hence, Lux introduced, ‘The Soap with a Lump’, an ideal product innovation to raise awareness about a subject as pertinent as breast cancer. Breast cancer is the most common form of cancer among women in India and accounts for over 25% of all cancers in women. However, early detection can increase the survival rate drastically. Unfortunately, in India, women face a lot of inhibitions when it comes to their bodies, particularly their breasts. Something about touching their breasts makes them feel uncomfortable and awkward. Hence, a lot of cases are left undetected until it is too late. In such a situation, our objective was to get more women to examine themselves regularly, without feeling uptight or self-conscious.

Describe the creative idea (40% of vote)

In a society where it is socially frowned upon women to talk openly about their bodies or breast health, our objective was to get them to feel uninhibited about touching and examining themselves. We knew words and warnings wouldn’t be enough to do the job, so we did something more fundamental instead. We changed our product. The iconic Lux soap for the very first time was redesigned with a visible lump on it. ‘The Soap with a Lump’ is a purposeful product innovation that elevates both form and function. In the privacy of their bathroom, when women are alone and uninhibited, the soap encourages them to check their breasts for any lumps or deformities. The lump on the soap does not disintegrate with use until the very end, serving as a daily reminder for self-examination. A soap that keeps you clean and beautiful, can also help save your life.

Describe the execution (40% of vote)

To ensure that women checked themselves regularly, Lux used the sense of touch, and the shape of its product to initiate self-examination. ‘The Soap with a Lump’ was designed to be placed in the most intimate setting of the shower, where every woman can inspect herself without hesitation. Lux, in collaboration with the Indian Cancer Society, introduced ‘The Soap with a Lump’ through screening camps in Maharashtra. Along with the soaps, we distributed flyers containing information about self-examination and early detection, as well as a helpline number to ICS. Additionally, we put up posters at the camps about the importance of checking yourself. Introducing the soaps at screening camps allowed us to interact with women who were open to the idea of learning more about self-examination.

List the results (20% of vote)

The Soap with a Lump was never meant to be used for retail. So, the campaign didn’t have a direct impact on the brand ‘s revenue or sales. However, it did start a much-needed conversation about breast awareness and early detection. Within 24 hours of its launch, ‘The Soap with a Lump’ garnered 86,687 impressions with a global reach of 9.4 million on social media. It caught the attention of international media, global marketeers, and several online publications. Many brands, including our competitors, applauded the idea. Within a few months, the Indian Cancer Society helpline saw a 27% increase in enquiries about breast awareness and health from women. ‘The Soap with a Lump’ has also inspired many global marketeers to reach out to Lux for possible future collaborations.