Pwani Oil Group unveils new packaging for its Ushindi Cream Soap

KENYA – Ushindi Home Care, a prominent Kenyan brand under Pwani Oil, has unveiled a vibrant packaging refresh for its flagship Ushindi Multipurpose Cream Bar Soap.

The refreshed design introduces vibrant colours, modern graphics, and prominent branding that underscore the soap’s creamy lather, glycerine-enriched formula for skin gentleness, and enzyme-boosted performance for tough stains, making it ideal for laundry, dishwashing, bathing, and surface cleaning.

This launch reflects Ushindi’s push to modernize amid East Africa’s cutthroat FMCG landscape, where multifunctional, affordable cleaners dominate household budgets. 

The brand’s broader portfolio complements this with staples like Ushindi White Bar Soap for refreshing, germ-fighting body and fabric care; Multipurpose Laundry Bar Soap tailored for stain removal; Dishwashing Liquid and Paste in scents like orange for grease-busting kitchen tasks; and Multifloor Cleaner that tackles grime while repelling insects across all surfaces.

According to a report by 6Wresearch, the Kenya bar soap market is projected to grow steadily between 2025 and 2031, supported by rising hygiene awareness, population growth, and the increasing popularity of both organic and synthetic bar soaps.

Since Pwani Oil’s 2020 acquisition of Ushindi from PZ Cussons, spurred by pandemic hygiene surges and a 25% production ramp-up at its Kikambala plant, the company has solidified its market position with value-driven innovations rivaling powder detergents. 

A key 2024 initiative, the “Ushindi Mama Fua” campaign, empowered over 4,500 domestic cleaners through skills training, app access, branded gear, and product discounts, professionalizing home care while amplifying Ushindi’s reach in Kenya alongside siblings like White Wash and Ndume.

Similarly, PZ Cussons has revitalized its iconic Imperial Leather brand through a global refresh that prominently reinstates the signature crown logo, blending heritage prestige with modern luxury.

Refreshed packs now boast eye-catching aesthetics with the crown leading bolder visuals, paired with improved formulations in bar soaps, shower gels, hand washes, and innovative foambursts offering scents like Vanilla & White Orchid and Cherry Blossom & Almond Oil for superior hydration and lasting fragrance.

Incorporating 30% post-consumer recycled plastic in fully recyclable, refillable bottles, the update aligns with eco-conscious trends and targets under-35 shoppers favouring vibrant fragrances via multi-channel retail.

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