Never before have people spent so much time washing their hands. Yet

According to research cited by cosmetics brand Lush, people still fail to wash their hands effectively 97% of the time–leaving them unknowingly at risk of infection.

The soap and cosmetics retailer Lush has developed a soap that dissolves after 30 seconds of use to help stop the spread of the coronavirus. It has partnered with Deliveroo, one the largest food delivery companies in the UAE, to distribute the soap to customers will all of its meal orders.

The company, working with agency And Us in Dubai, developed the soap to encourage hand-washing based on the World Health Organization’s guidelines for stopping the spread of Covid-19, giving both a practical solution and demonstration of how long 30 seconds of hand washing actually lasts.

The mini soaps dissolve after 30 seconds of vigorous use–the amount of time you should be washing your hands to eliminate viruses and bacteria–which is roughly six times longer than most people take.

The brand promoted the soap through its social channels and an online video, and customers can request the soap to be sent directly to them via the microsite 30secondsoap.com. Lush is also including the soap in the delivery of all orders made on its website.

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