Chennai: Lifebuoy soap, the $100 million mega power brand of Hindustan Lever Limited (HLL) will now assume a curved shape. The company has decided to change the shape of this, 109 year old, brick shaped soap. The formulation has been further strengthened as well. Lifebuoy is the world's largest selling soap, used by about 600 million consumers, and about 2 million tablets are sold every day.

The new curved shape is the second major change in Lifebuoy's history, with the first being its relaunch in 2002. In 2002, after 107 years of its existence as a carbolic soap, Lifebuoy was relaunched as a milled toilet soap offering better germ protection. Since that relaunch, Lifebuoy has been growing in strong double digits, quarter after quarter.

Speaking on the relaunch, Sandeep Kataria, marketing manager - Personal Wash, said, ''After the successful relaunch of 2002, Lifebuoy now gets yet another new makeover.''

Lifebuoy soap is available in four variants - Lifebuoy Strong, Lifebuoy Fresh, Lifebuoy Gold and Lifebuoy Naturals. All the four variants are available in the new curved shape and have the new formulation.