Hindustan Lever unveils lime soap varient for youth

Hindustan Lever's lime soap, Liril, has launched a new variant for summer -- Liril Orange Splash. "Its key target audience is the youth. Given its position and target audience, Liril requires constant innovation," said an HLL spokesperson. HLL launched its menthol variant, Liril Icy Cool Mint, in 2002 and saw an increase in trials and consumer franchise. Liril was launched in 1974, and supported by breakthrough ads from Lintas. However, fierce competition in the soap market over the last decade has lost it ground. HLL has admitted that Liril, while not one of its 30 'power brands', was in need of a relaunch, and the new variant is the latest attempt to revitalise the brand. Both Icy Cool Mint and Orange Splash will be promoted alongside the mother brand, with a new TVC for the orange variant.