Soap war: pH becomes a better-known term, thanks to Sebamed's ad campaign

A little-known German personal care company is taking on the might of the multinationals with a premium product

Till a month ago, the concept of “pH” was relatively unknown to lay consumers. Any reference to the term would be made largely by dermatologists to address the issue of suitability of a soap to skin. pH indicates how acidic a soap is. The more its pH value, the more it is considered unsuitable for sensitive skin.

Cut to the present and the scenario is different.

pH today has become a better-known term, thanks to a high-profile advertising campaign unleashed by a German company called Sebamed. Its commercials, visible across media, have been bold enough to take on brands of