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.
https://twitter.com/IndiaSebamed/status/1347481615006486530
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.
The campaign has already caught the attention of the country's leading brand strategists.
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.
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