Comfort, the UK’s number one laundry detergent and liquid brand[i], has reformulated its Concentrated Fabric Conditioner Core and Creations ranges, promising shoppers 100 days of freshness and fragrance thanks to its superior Stay Fresh technology. The launch includes improved pack architecture and the rollout of a 100% recyclable bottle* in the latest move by Unilever to drive forward its plastic commitments and Clean Future strategy.
Following research that revealed half the UK population wished their clothes could smell fresher for longer[ii], Comfort’s unique technology is designed to lock in fragrance and release freshness**. With improved fragrances across Comfort’s popular SKUs, including Blue Skies, Strawberry & Lily, and Apple Blossom scents, the superior formulation prioritises the biggest attribute shoppers want from fabric conditioner – fragrance[iii].
Comfort’s bottle has been redesigned with an updated pack creative to provide maximum stand out. Its new optimised shape means more units can be stocked on-shelf. The bottles are now made of 100% post-consumer recycled and recyclable plastic* with a removable sleeve and signposted recycling instructions featuring front of pack. These changes are the latest development in Unilever’s Clean Future strategy, which is working towards changing the way that some of the world’s best-known cleaning and laundry products are created, manufactured, and packaged.
But Comfort isn’t just future proofing the homecare aisle by improving its environmental credentials, a £12 million campaign is set to support the launch with an increased focus on inclusivity. Audio description features in TV adverts, allowing those with visual impairments to enjoy the TVC, with further activity planned across socials, TV, OOH, BVOD, as well as in-store.
Comfort’s new reformulated Core and Creations ranges are available in convenience now.
