Henkel has moved into the UK and Irish detergent category with the launch of a new colour and care line in Tesco (RRP £7).
The Dylon Detergent formula is claimed to renew clothes in ten washes, restoring colours, removing ‘bobbles’ and smoothing fibres – allowing consumers to get a longer lifespan from their clothes. It is available for four different washing needs – Colour, Dark, Blossom, and Sport – and will be rolling out in other major retailers over the coming months. With sustainability at the core of the product, Dylon Detergent is based on more than 95% biodegradable ingredients.
Whilst the formula is new to the UK and Irish market, the detergent has already been “changing the laundry game” across Europe under the different brand names of Perwoll, Perlana, Perlan, Mir, Persil and Laska. The brand is top 3 category lead in 32 markets.
Tim Petzinna, FMCG General Manager UK & Ireland at Henkel, said: “For Henkel, the entrance into the UK and Irish detergent category is a major strategic step. Henkel is market-leading in many continental European markets, but so far, we were not present with detergents in the UK and Ireland. We consider this market as highly attractive with huge growth potential. We are willing to make substantial investments in order to establish an innovative, consumer-relevant brand!”
The product launch will be supported by an integrated marketing campaign during the fourth quarter, including TV, BVOD and YouTube activity. There is also a full shopper marketing plan, which will see Dylon Detergent partnering with a celebrity ambassador.
