Prominent hygiene brand Lifebuoy has launched its new “Live More” campaign with an energising uphill fitness experience at the Aburi Mountains, bringing together fitness enthusiasts, brand loyalists, and health advocates.
The event, held at the Aburi Mountains on May 1, 2026, combined physical activity with wellness education, reflecting the brand’s renewed focus on vitality and active living, beyond its long-standing identity as a germ-protection soap.
Speaking at the launch, Marketing Manager for Skin Cleansing and Skin Care at Unilever, Fred Asare, described the campaign as a significant shift in the brand’s direction.
“The new Lifebuoy ‘Live More’ campaign is a transformation of the brand from where it has already been established. Lifebuoy, for over 100 years globally and more than 20 years in Ghana, has been consistently known for germ protection.”
He said the brand is now expanding its focus to inspire healthier, more active lifestyles among consumers.
“As we move forward, what we are looking to do is to activate the consumer’s life and promote vitality. With this ‘Live More’ campaign, we want to ensure that Ghanaians are able to live the life they love to the fullest, knowing that Lifebuoy has their skin protected and has their back.”
Mr Asare also introduced a new and improved product formulation, highlighting added skincare benefits.
“The new and improved Lifebuoy comes with Vitamin B3, B6 and Vitamin E. These are known for superior skincare benefits and help maintain healthy skin. These multivitamins are infused in Lifebuoy to protect your skin and ensure that you’re able to live your life to the fullest.”
Adding star power to the campaign, Ghanaian rap icon and Lifebuoy brand ambassador Reggie Rockstone delivered a message on health and self-care, particularly targeting the youth.
“Your young life is the best time of your life. When you’re young, you think you’re invincible, but you’re not. You’ve got to protect your health, and you’ve got to protect yourself.”
He stressed the importance of personal hygiene as part of a broader respect for life and purpose.
“If you really cherish life and you’re about Jah, because the vessel is what God lives in, then you’re supposed to keep the vessel clean.”
The Aburi activation sets the tone for what the brand describes as a nationwide push to encourage Ghanaians to embrace healthier lifestyles while maintaining strong hygiene practices.
With its blend of fitness, skincare innovation and cultural influence, the “Live More” campaign positions Lifebuoy not just as a hygiene product, but as a partner in everyday wellness.
John Bodza
