British eco beauty brand Lush has released a self-timed single-use soap which dissolves after 30 seconds – the length of hand-washing time recommended by the World Health Organisation to prevent the spread of Covid-19. The launch is a prime marketing opportunity to get its products (literally) into the hands of new potential consumers.

The tiny soap has been developed in collaboration with Deliveroo in the UAE. The food delivery giant will deliver the bars along with takeaway orders to promote increased hand-washing and associate itself with elevated hygiene practices during the global pandemic.

“Most people just assume […] they need to wash their hands for a little longer than usual, but ‘usual’ for most people generally means five seconds or less,” said Fadi Yaish, founder and chief creative officer of Dubai-based marketing and advertising agency ‿ And Us, which is promoting the soaps. “With the 30-Second Soap, Lush and Deliveroo give their customers a one-off demonstration of how long 30 seconds actually feels like in practice, hopefully influencing their hand-cleansing rituals in the future.” 

For Lush, which closed stores during lockdown and will now be experiencing decreased footfall in-store after reopening, the soaps are a shrewd way to reach existing and new consumers. The scheme is set for expansion to further locations.

Along with its Letterbox Hand Care Kits, Lush has proved agile in adapting to new consumer needs during times of crisis, joining other brands shrewdly targeting maskne, foodie skincare, Instagram-friendly hand sanitisers and lockdown escapist scented candles.

For more on how beauty brands can thrive during coronavirus and beyond, see Cosmetics in the Wake of Covid-19.