Hindustan Lever has launched a new soap that professes to protect the skin against darkening by the sun. Developed locally, the new Lux Sunscreen Formula soap bar claims to deposit a sunscreen on the skin at the same time it cleanses. According to Hindustan Lever, regular use of the product will effect a noticeable difference to skin color within six weeks, and it backs its claim with a money-back performance guarantee. The product competes head-on against a "fairness'' soap, marketed by India's Godrej Soaps.

Bollywood film actress Aishwarya Rai fronts the new brand, which has the slogan: "Who's afraid of the sun?''

News source: Advertising Age - International Daily