Lux Creates Soap With Massive Lump To Promote Breast Cancer Awareness

By Saumya Tewari
Mint, New Delhi

WWR Article Summary (tl;dr) The unique soap encourages women to examine their breasts for any abnormality while in the shower.


One woman is diagnosed with breast cancer every four minutes in India according to Cancer India Statistics report.

Lux, the beauty soap brand owned by Hindustan Unilever (HUL), has redesigned its iconic soap to alert women about early signs of breast cancer which commonly includes a lump.

The soap, in question, also has a massive and visible lump on it. ‘The Soap with a Lump’ is a product innovation that encourages women to examine their breasts for any abnormality, while in the shower. While the distinctive bar of soap dissolves over time but the lump stays.

Unilever and its advertising agency Wunderman Thompson collaborated with technical experts, designers, soap manufactures and a leading cancer oncologist to design the first-ever soap that uses touch to help alert women, to be on the lookout for signs of anything irregular.

“The moment of the shower is a quiet, private and reflective moment. A moment where we want to encourage women to think about beauty holistically and what that entails not just for their appearance but also for their health — by helping them do a quick check for early signs of breast cancer, a disease whose cure is contingent on early detection. That’s the power of a humble bar of soap, the power of creative thinking integrated into a business with purpose,” according to Samir Singh, executive vice-president, global skin cleansing, Unilever.

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