LUX THE SOAP WITH A LUMP

Breast cancer is the most common cancer to affect women in India. While early detection can increase survival rates, women in India face a lot of inhibitions when it comes to their bodies. A patriarchal society burdens women with shame and guilt for making their health priority. Additionally, they feel awkward and uncomfortable in touching themselves, even if it is to check for signs of breast cancer. Hence, a lot of breast cancer cases are left undetected till it’s too late.

 

Lux, India’s trusted soap brand, wanted to do something about this. Our objective was to work around this hesitation and inhibition, and encourage more women to get themselves checked regularly for any signs of breast cancer. We knew using just words and warnings wasn’t going to be enough- so we did something very fundamental instead. We changed our product.

 

The Soap with a Lump is a product innovation that elevates both form and function. We redesigned the much-loved soap to have a visible lump on it. The lump acts as a trigger for women to check themselves for signs of breast cancer at a time they are alone and uninhibited about their bodies- in privacy of their bathroom.

 

The Soap with a Lump in collaboration with the Indian Cancer Society was first distributed to women at the ICS screening camps in Maharashtra. Within just a month of the launch, the Indian Cancer Society helpline number recorded a 27% increase in enquiries from women about breast awareness and early detection. The idea also caught the attention of several online publications, international media, and global marketeers.

 

The campaign is now being extended to reach women across India, through screening camps, leading hospitals, and community programs organised by the Indian Cancer Society.

A soap that makes you feel beautiful, can best of all, now help save your life.