In another example of comparative advertising, German skincare brand Sebamed in a recent campaign has taken a dig at HUL’s Lux, Pears and Dove soaps, saying “Jab baat aapke skincare ki ho, toh filmstars ki nahi, science ki suno”.
The brand, which recently launched cleansing bars, claims the pH level in its products is 5.5, which is ideal for sensitive skin. In its print ad and digital campaigns, the brand tested and compared its pH level with decades-old skin soap brands, saying soaps endorsed by celebrities and Bollywood stars have pH levels of 10 to 7.
"The celebrities preferred soap had 10 pHs on the ph scale," the campaign alleges.
#SachComingSoon. Watch this space for more.#Sebamed #SebamedIndia pic.twitter.com/aCsNHV1Dcy
— SebamedIndia (@IndiaSebamed) January 6, 2021
https://twitter.com/IndiaSebamed/status/1347481615006486530
Jab soap ka pH ho 10, toh bas karo bas.
Choose the expert care of pH 5.5 with Sebamed Cleansing Bar.
To buy Sebamed products, use coupon code SEB10FB and click : https://t.co/POSSMiTyTl#SebamedScienceKiSuno #Sebamed #SebamedIndia #perfectph5point5 pic.twitter.com/olPdr1yFSO— SebamedIndia (@IndiaSebamed) January 8, 2021
Conceptualised by The Womb, the series of ads claimed HUL soaps can be rough to the skin as their pH levels match that of laundry bars.
In its digital video, Sebamed claims the ads of Lux, Dove and Pears soaps try to portray that they are luxurious, grand and smooth but the inner truth is that it is not at all healthy to the skin.
Jab baat aapke skincare ki ho, toh filmstars ki nahi, science ki suno!
Choose the expert care of pH 5.5 with Sebamed Cleansing Bar.
To shop Sebamed products, use coupon code SEB10FB and click: https://t.co/POSSMiTyTl#SebamedScienceKiSuno #Sebamed #SebamedIndia #perfectph5point5 pic.twitter.com/yZlgzakqqx— SebamedIndia (@IndiaSebamed) January 8, 2021
The campaign has already caught the attention of the country's leading brand strategists.
@IndiaSebamed goes all guns blazing. Love the chutzpah of this German Brand. Will consumers be ready to pay the super-premium price? Will Dermatologist be ready to prescribe an OTC brand? Big questions. But full marks for the strategy. 1/2 pic.twitter.com/3iO3hVudeM
— Ambi Parameswaran (@ambimgp) January 9, 2021
Other things like lather, fragrance and price being equal, it should really work. Very interesting.
— Ramesh Narayan (@rameshnarayan) January 9, 2021
The claim has a pretty strong scientific basis. It's a great, and rare, proposition. I wish they had explained it better and used the data more persuasively. They missed using the fact that the skin's natural pH is also around 5.5. Was stunned to see the findings attached. pic.twitter.com/1HVTrPbiNE
— Ramki (@ramkid) January 9, 2021
While many on the social media platform argue that the price difference between both the products are huge and that comparative advertising will not benefit Sebamed India in acquiring the market.
Reacting to the campaign, HUL told Economic Times that they would take a suitable action against Sebamed.
“Our products and claims are backed by strong technology and underpinning science, clinical evidence, and decades of expert and consumer-backed testing, enjoying strong brand loyalty. We will take suitable action as we deem fit," an HUL spokesperson told the Economic Times.