Comfort, the Unilever-owned laundry detergent brand, has reformulated its Concentrated Fabric Conditioner Core and Creations ranges, promising shoppers 100 days of freshness and fragrance thanks to its ‘Stay Fresh’ technology. The launch includes improved pack architecture and the rollout of a fully recyclable bottle in the latest move by the company 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, Comfort’s technology is designed to lock in fragrance and release freshness. Improved fragrances have been introduced across Comfort’s SKUs, including Blue Skies, Strawberry & Lily, and Apple Blossom scents.
Comfort’s bottle has been redesigned with an updated pack creative to provide better on-shelf stand-out. Its new optimised shape means more units can be stocked on-shelf. The bottles are now made of post-consumer recycled and recyclable plastic with a removable sleeve and signposted recycling instructions featured on front of pack.
A £12m 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 currently rolling out in the convenience channel.
