To raise awareness about breast cancer in India, Unilever, through its soap brand Lux, has designed a bar of soap said to carry the power of encouraging women to perform breast self-examinations. The bar of soap contains a ball within, creating a hard little lump on what would be a smooth surface.
This is part of the wider ‘The Soap with a Lump’ campaign which serves to help Indian women detect breast cancer at its infancy by drawing their attention to the importance of performing a check to detect any abnormalities while in the shower. The soap pack also includes a leaflet that educates women on the importance of breast screening.
The nature of beauty is becoming increasingly nuanced as the concept of holistic wellness is introduced. Consumers are looking for brands that consider their health as an integral part of looking good—a ‘beauty from the inside out’ approach. And this aligns with Mintel Trend ‘Total Wellbeing’ which highlights how consumers are treating their bodies like an ecosystem and are seeking solutions that complement their health and evolving needs.
According to the research behind the campaign, 75% of Indian women shy away from self-examination of their breasts, meaning that cancers often go undetected in the early stages when they are much more treatable. By bringing awareness to breast cancer and self-examination at a crucial stage, Lux has a unique opportunity to drive home the message of early detection and align its brand with good health more broadly.
While awareness of breast cancer is high in Western countries due to highly publicised brand and charity campaigns, in India it is still a taboo subject. Brands have an opportunity to not only talk about these issues but also educate consumers so they know the signs and how to help themselves. In countries where access to medical care is not always readily accessible, education will help raise the survival rate by helping people understand when they should be seeking out medical attention.
