Unilever announces a new and exclusive partnership between laundry power brands, Dirt Is Good (Persil) and Comfort, and leading consumer technology and domestic appliance company, Samsung UK. The collaboration will combine the chemistry of powerful cleaning and fabric care from Unilever with the technology and cutting-edge AI capabilities of Samsung Bespoke AI washing machines.
An evolution in work and lifestyle habits is causing a seismic shift in how we think about and do laundry. Consumers are looking for more efficiency and personalised care in their laundry routine to save time, energy and cost, along with extending the life of their clothes.
As a result, Samsung and Unilever will look to combine future learnings and insights for a fully end-to-end view of the new ‘laundry lifestyle’, which will feed into expert R&D teams to harness the rapid evolution of technology in both sectors to drive category growth and innovation. The brands will explore how to deliver a fully connected laundry experience combining technology from both sectors and how AI and smart technologies could make laundry more convenient, simpler and tailored to reflect modern-day living and laundry needs.
Innovation, testing and development will be supported by the best of Samsung’s award-winning washing machines – modelling new appliance technology with the performance of Persil and Comfort to deliver an unrivalled consumer experience.
Eduardo Campanella, Business Group President, Unilever Home Care, said: “Up until now, washing machines and laundry products have developed in isolation but this partnership with Samsung will see us co-create the future of laundry with more speed and agility than ever before. We’ll be able to combine changing consumer laundry behaviours with in-home technology trends creating a smarter approach to laundry that suits today’s busy lifestyles.”
Dan Barfield, vice president of digital appliances at Samsung UK and Ireland, said: “As two leading brands in our respective categories the partnership is a natural fit. Machines, cleaning and fabric care are all part of the same conversation when it comes to laundry. Working with Unilever’s laundry brands, we aim to lead the way in mapping and creating the most advanced and intelligent laundry offering yet.”
Not only are consumers’ requirements of laundry changing with data showing that around 80% of consumers take advantage of the short wash cycle function now offered by most machines, but so too are the dirt and stains we’re washing along with the clothes we wear. Increasingly our wardrobes are now made from malodour-retaining synthetic fabrics, while daily grease, grime and odour is often invisible. Persil’s latest innovation, Persil Wonder Wash, was specifically developed and launched in response to this insight.
AI Wash in Samsung washing machines can sense the weight of the fabric and the level of soiling, to then adjust the water, detergent, soaking levels and cycle time. AI Energy Mode enables consumers to reduce energy use by up to 70% while remote management via the SmartThings app saves time via added convenience.
The collaboration will be brought to life through various marketing channels, including retail, product placement, social media, CRM and exclusive benefits, competitions and offers to customers both in-store and online. Activity will initially launch in the UK and Ireland where consumers can claim up to six months free Persil detergent when they buy a Samsung 11kg EcoBubble™ washing machine, running to January 2025. The partnership will then be rolled out across further European markets in the coming months.
