 After this decline, the Lifebuoy brand was seen less and less in the American market.It was pulled from American shelves starting in 2003 and was completely phased out of the American market by 2006.Sometime in 2008 or 2009, Unilever released "Lifebuoy Classic", a modern soap with retro packaging and a medicated scent intended to be similar to that of the 1950s product.