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 final product (40% of vote)

Lux, India’s iconic and trusted beauty soap, for the first time, was redesigned to have 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 bathrooms, when they’re alone and uninhibited, the soap encourages women 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. It initiates a long-term, purposeful change in behavior in a discreet manner, without making women awkward or uncomfortable in any way. With the soap, a leaflet containing all the necessary information about self-examination, along with a helpline number was also given.

List the results (20% of vote)

‘The Soap with a Lump’ in collaboration with the Indian Cancer Society (ICS) was never meant to be used for retail. So, the campaign didn’t have a direct impact on the brand’s revenue or sales. It was first distributed to women through ICS screening camps in Maharashtra. The campaign is now being extended across India and will be distributed through awareness camps, in leading hospitals, and through ICS community programs. 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. Within a month, 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.