Godrej Consumer Products (GCPL) is expecting a revenue booster on the back of its newly-launched health soap Cinthol Confidence+. As the company positions this brand as “a new-age soap for young India,” it marks its foray into a Rs 3,000-crore health soap segment that is already dominated by Lifebuoy from HUL and Dettol from Reckitt Benckiser. According to a company statement, the existing products are perceived to be for kids only, with a medicinal fragrance. Cinthol Confidence+ is a “complete health soap” for the youth, assuring 99.9 per cent germ protection with an ‘insta-deo’ fragrance which provides for a “great bathing experience”. The campaign has been conceptualised and created by Creative land Asia.

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