So researchers developed a lightweight laundry soap to double as a personal soap. Behind the product-concept innovation are manufacturing innovations. The new laundry soap, for example, uses a simple process to cast the soap immediately in the shape of a plastic package. Lever built a machine for less, saved energy costs, and plans to pass on the savings to consumers. Because Naik identified a different consumer need, he was able to develop a different process to meet that need.
New products require new principles.
That means using less detergent and fewer hydrogenated oils. The company uses less than half of the current agricultural land usually required to raise oil seeds to produce soap. And fewer active ingredients mean less harm to the water supply. Here are some examples of Lever's ongoing strategic ingenuity from around the world. Change the game.