Lux creates soap with large lump to promote breast cancer recognition


New Delhi: One female is recognized with breast most cancers every four minutes in India in step with Cancer India Statistics document. Lux, the beauty cleaning soap brand owned using Hindustan Unilever (HUL), has redesigned its iconic soap to alert women about early signs and symptoms of breast most cancers which usually consists of a lump.

The soap, in question, also has a huge and seen lump on it. ‘The Soap with a Lump’ is a product innovation that encourages girls to look at their breasts for any abnormality, at the same time as within the bathe. While the exceptional bar of cleaning soap dissolves over time, however, the lump remains. Unilever and its marketing organization Wunderman Thompson collaborated with technical experts, designers, soap manufactures and a leading most cancers oncologist to design the primary-ever soap that makes use of contact to assist alert women, to be on the lookout for signs of whatever irregular.

“The moment of the bathe is a quiet, personal and reflective moment. A second where we need to inspire ladies to reflect onconsideration on beauty holistically and what that involves not only for their appearance but also for their fitness — by way of assisting them to do a quick test for early signs of breast most cancers, a disease whose cure is contingent on early detection. That’s the energy of a humble bar of cleaning soap, the energy of creative questioning incorporated into a commercial enterprise with motive,” according to Samir Singh, govt vice-president, worldwide skin cleansing, Unilever.

This initiative was provided at the breast cancer screening camp performed with the aid of the Indian Cancer Society (ICS) at Vasai, Maharashtra. Women of various age companies were given the cleaning soap alongside a leaflet, teaching them at the importance of breast cognizance.

“Breast cancer, while detected early, can assist save lifestyles. And the soap you use to wash can help. Beauty isn’t one dimensional; however embraces the whole thing that encourages a girl to take charge of her life and her frame. And it’s miles this belief that encourages Lux to begin a conversation that originates in the shower but eventually turns into a rallying cry for ladies the world over,” stated Tista Sen, innovative regional director, Wunderman Thompson, South Asia.

The agency is in talks with the Indian Cancer Society and plans to distribute the soap via recognition camps across towns, in faculties, company offices and most cancers hospitals. However, those soaps will now not be retailed throughout the u. S . A ..

Vishal Mittal, institution innovative director at advertising organisation Dentsu One, thinks that the initiative looks as if an authentic step closer to creating consciousness closer to the deadly disorder. “Though for my part I don’t think it is a splendid idea, say in contrast to Sehat ka Batua marketing campaign, which is rooted in Indian lifestyle and is targeted best at women, while soaps are used by the complete family in our united states,” he said.

Sehat ka Batua (The Health Purse) turned into a CSR marketing campaign via Mahindra & Mahindra, created unique purses with self-examination instructions, which helped rural girls to note early signs and symptoms of breast cancer.

According to Mittal, because the variety of breast most cancers cases are on the upward thrust inside the country, any initiative in the direction of its prevention is welcome. “If it could work as a reminder for breast check-up, it is first-rate. Any communique to get ladies self-examine or get a preventive test-up performed is most welcome and much wished.”