Breast cancer is the most common form of cancer among women in India and accounts for over 25% of all cancers in women. However, data suggests that early detection can increase survival rates by 66%. But in India, not only are women ignorant about the importance of early detection, they also feel inhibited about examining themselves. In fact a whopping 75% shy away from breast self-examination. Something about touching their breasts makes them feel uncomfortable and awkward.
Lux, an iconic soap brand in India, that has stood not just for a woman’s outward beauty, but her well-being too, decided to do something about this. The task at hand was to get more women to examine themselves for signs of breast cancer, without any hesitation or inhibition.
We knew that words and warnings alone won’t get women to examine themselves. So, we did something more fundamental: 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. It acts as a trigger for women to examine their breasts when they are alone and uninhibited, in the shower. The lump on the soap does not disintegrate with use until the very end, serving as a daily reminder for self-examination.
The soap came in a transparent packaging, along with a step-by-step instruction leaflet on self-examination.
In collaboration with the Indian Cancer Society (ICS), the soap was first distributed to women through its screening camps in Maharashtra. The campaign is now being extended across India and the soap will be distributed through awareness camps, leading hospitals, and other ICS community programs.