Lifebuoy Malaysia highlights the importance of staying active, fresh, and germ-free with their ‘Fresh’ variants

Kuala Lumpur, 11 May 2022 – Malaysia’s transition to the endemic phase allows us to return to a near-normal life after combating the pandemic for nearly two years. In our readjustment, the responsibility falls on the nation to implement the lessons learnt during the pandemic, to be health-conscious while maintaining good hygiene practices. In light of this, Lifebuoy Malaysia launched their #DoTheLifebuoyFresh campaign to remind Malaysians to keep active, fresh and germ-free.

The National Health and Morbidity Survey 2019 found that 25% of Malaysians are physically inactive,i while previous studies have placed Malaysia as the most obese nation in Asiaii. The prolonged national lockdown has given rise to sedentary lifestyles, suggesting that physical inactivity may have increased even further among Malaysians.iii iv

Considering these staggering numbers, the world’s number one hygiene soap brandv, Lifebuoy Malaysia, aims to champion a more physically active lifestyle. Studies have shown that just 30 minutes a day for five days a week of moderate to vigorous exercise gives a good start in leading a healthy lifestyle. In a time when we’re battling an infectious virus that has robbed countless lives globally, we must take charge to play our part in ensuring a safer nation.

Exercise can improve your health and reduce the risk of developing non-communicable diseases like heart disease, stroke, and diabetes. Furthermore, recent studies have suggested that Covid patients who regularly exercised were the least likely to be hospitalized, admitted to the ICU, and die due to their illness.vi

Siti Suhaila Abd Hamid, Marketing Manager, Skin Cleansing, Unilever Malaysia, shared that “The prolonged nationwide lockdown has impacted the country’s economic progression and the people. The data has shown that the prevalence of sedentary behaviour in Malaysia is relatively high, with 1.7 million Malaysians living with all three major risk factors of non-communicable diseasesiii. Hence, Lifebuoy conceptualized this campaign to advocate for Malaysians to be active and healthy while maintaining good hygiene practices that keep you feeling refreshed.”

This campaign launch kicked off with a TikTok dance challenge featuring Aaron Chia and Cik Manggis. Aaron is leading Team Lemon Fresh, while Cik Manggis heads Team Cool Fresh. “Malaysians who want to join the challenge need to post a video of them doing the TikTok dance or work out and which team they’d like to join. The first 1,000 participants will stand a chance to redeem an e-voucher worth RM20 for their sports equipment. We hope that this friendly competition adds an exciting factor to the movement challenge, and we look forward to seeing many Malaysians partake in the campaign,” shared Siti Suhaila.

Cik Manggis, Malaysian singer, dancer and actor, explained that “Exercise doesn’t have to be a dreaded task, as it’s often perceived to be. I find that dancing is one of the best workouts as it involves upbeat and fun movements. It also involves music and rhythm, which adds to the thrill of the activity. After completing my dance routine, I opt for Lifebuoy Cool Fresh to help me feel fresh, clean, and ready to start my day. So, if you are feeling ready to take on Team Cool Fresh, join me as I have an exciting dance routine lined up!”

Aaron Chua, Malaysian National Athlete, shared that “As an athlete, I am frequently exposed to heavy sweating and crowds, especially during training and tournaments. That is why I opt for Lifebuoy Lemon Fresh, as it revives and re-energizes me instantly, allowing me to stay fresh and germ-free even with my rigorous lifestyle. Join Cik Manggis and me in this TikTok dance challenge. Not only do you get to have fun, but this could be the first step to leading a healthier lifestyle.”

“As a company, Lifebuoy Malaysia has and will always prioritize working towards the betterment of our planet and society. Unilever’s Sustainable Living Brands communicate a strong environmental or social purpose with products that contribute to achieving the company’s ambition of halving its environmental footprint and increasing its positive social impact. This campaign is another step in the right direction for us in realizing this goal,” concluded Siti Suhaila.

A quick guide on how to join the #DoTheLifebuoyFresh TikTok Challenge

Contest Duration: – 11 May 2022 – 30 June 2022

Step 1: Download the Instagram Application or TikTok Application.

Step 2: Go to the ‘Discover’ page and click on the search bar.

Step 3: Search for the hashtag #DoTheLifebuoyFresh.

Alternatively, you can search for Aaron Chia’s TikTok page at the handle @aaronchiatf24 or Cik Manggis’s TikTok page at the handle @miss.em

Step 4: Watch the #DoTheLifebuoyFresh TikTok challenge videos from Aaron Chia and Cik Manggis separately.

Step 5: Pick a team. Either Aaron Chia’s Team (Team Lemon Fresh) or Cik Manggis Team (Team Cool Fresh).

Step 6: Use the audio on the bottom right from either Aaron Chia’s video (Team Lemon Fresh) or Cik Manggis video (Team Cool Fresh).

Step 7: Replicate the steps from the video of the team you have selected, either Team Lemon Fresh or Team Cool Fresh.

Step 8: Record the video on Tik Tok.

Step 9: Post the video on Tik Tok and/or Instagram using hashtags: · #DoTheLifebuoyFresh · Use the hashtag for the team you have picked: #TeamLemonFresh or #TeamCoolFresh

Step 10: Make your profile public.

Step 11: Submit your video link at https://shop-my-lifebuoy.com/my/lifebuoy/16423 to complete the submission.

Prizes: The first 1,000 participants to submit a video of them performing either Cik Manggis (Team Cool Fresh) or Aaron Chia’s (Team Lemon Fresh) dance moves, stand a chance to win an e-voucher worth RM20 for their sports equipment

*Only one entry per person is accepted.

In celebration of 501® Day, Levi’s crosses borders and embraces the South East Asian creative spirit with its one of a kind Travelling 501®

Next year, Levi’s® will kick off the 150th anniversary celebration of this global icon, one that has seen so many iterations over its long and illustrious history. Button fly, straight leg, Red Tab may be the foundational blueprint, but each year sees a new, slightly re-interpreted fit of the original 501® to coincide with our current cultural and stylistic moment. This year, to tap into the comfort so many are taking from all things late ‘90s, it’s the Levi’s® 501® ‘90s jean. With a more relaxed fit through the seat and leg, this Levi’s® 501® perfectly captures that late ‘90s vibe, when looser – and even a little slouchy – meant just the right amount of attitude.

To celebrate the past, present and future of this globally beloved icon – and to help launch its latest iteration in Asia, the 501® ‘90s – Levi’s® has partnered with five visionaries across South East Asia who each perfectly embody the spirit of the Original 501®, and possess a unique perspective that embraces the change needed to inspire growth and personal evolution. Featured in the campaign is Indonesian artist and illustrator Diela Maharanie, Malaysian model and embroidery artist Sheena Liam, Singaporean rapper and songwriter Yung Raja, Thai makeup artist extraordinaire turned Thai silk advocate Pearypie,  and Filipino model, actress and all around creative Issa Pressman. To capture the voice and spirit of South East Asia, each visionary will add their flair to a single pair of Original 501® jeans which will travel across five countries from one visionary to another before culminating in the 501® Day event in Thailand, where the final artwork will be revealed to the public.

“The original 501® is a true icon and has been for almost 150 years. It’s a foundational piece in everyone’s closet, and the perfect blank canvas for individual style and self-expression, which was the inspiration behind the Travelling 501®. At Levi’s® creativity and originality have long been some of our core tenets as a brand, which is why we’re delighted to collaborate with these 5 visionaries who are all trailblazers in their respective countries, and can’t wait to see what they do with the 501®!”, Herve Bullot, Marketing Director, East Asia Pacific.

What began as a piece of highly durable workwear by the middle of the 20th century, would become one of the most iconic pieces of clothing ever made. A badge of youthful rebellion, a staple of casual style, a canvas for creative self-expression – the Original 501® jean is all things to all people which is what makes it so ideal for customisation. But most of all, it is a catalyst that changed the way we think about clothes. It helped us understand that a single item could be the launchpad for a person’s signature style. The Travelling 501® perfectly embodies the spirit of the original in that whether it’s worn painted and customised, ‘80s-style faded and slim, ripped-up and baggy a la ‘90s grunge, or “borrowed” dad-style, the Levi’s® 501® transcends trends and has long signified effortless cool across generations. The Travelling 501® however, emphasises that it also signifies this across borders.

In Malaysia, local visionary Sheena Liam lends her creative outlook to the campaign, bringing her signature embroidery art to The Travelling 501®. Having travelled around the globe after winning the 2nd season of Asia’s Next Top Model, Sheena turned to embroidery as a means of self-expression between flights. Based in the vibrant island of Penang, her work explores the self, hair and its proprietary role in womanhood. Armed with a needle and thread, Sheena weaves her art onto the Levi’s® 501® as the canvas, combining her love for both fashion and art to create something wonderful to celebrate self-expression on 501® Day.

“With denim, nostalgia can be a source of both comfort and style. Having that favourite worn-in pair of jeans from the past is what we aim to capture with the new 501® ‘90s jean–it taps into that vintage look & feel, but it’s been made fresh and modern for today. It’s inspired by the way people were wearing our 501s in the late ‘90s. A bit more relaxed, midrise, with just the right amount of bagginess in the leg – easy, effortless and cool.” – Karyn Hillman, Chief Product Officer, Levi Strauss & Co.

Since 1873, the Levi’s® 501® has never gone out of style. And it never will.

The new and refitted Levi’s 501® will be available in Malaysia from May 11th onwards. For more information on this, stay tuned and keep updated via levi.com.my and @levismy on Instagram.

Click here to buy from the official Levi’s store on Shopee.