Unilever is growing the sensitive laundry care segment with the launch of its Pure Heaven Scent collection from Persil and Comfort.
The new range is the company’s first full laundry regime designed to be gentle next to sensitive skin without compromising on fragrance. It encompasses detergent, fabric conditioner and scent booster elixir products.
The marketing campaign to support the launch is being fronted by one of the UK’s most successful influencers, Molly-Mae Hague.
Unilever stated that its latest innovation combines a non-biological formulation with a delicate scent, addressing consumers’ desire for products that are gentle next to sensitive skin without compromising on fragrance. Non-bio laundry detergent currently makes up 40% of the category and is experiencing 4.4% sales growth, with capsules being the most popular format among shoppers. The Pure Heaven Scent collection is aimed at tapping into these growth trends by addressing the unmet needs of consumers looking for more fragrance from their sensitive laundry products.
The Pure Heaven Scent range is approved by the Skin Health Alliance and includes Persil Pure Heaven Scent Non-Bio Capsules, Persil Wonder Wash Sensitive, Comfort Pure Heaven Scent Fabric Conditioner, and Comfort Pure Heaven Scent Booster Elixir.
Molly-Mae Hague has amassed over 14 million followers across her social channels. She will feature at various touchpoints in a multi-million-pound media campaign alongside her young daughter, Bambi. This will include Pure Heaven Scent from Persil and Comfort sponsoring the new documentary series Molly-Mae: Behind It All Part Two, as well as OOH activity going live from 1 July. In-store, POS materials will promote the regime opportunity and drive visibility.
“We know there is a big growth space and opportunity for products that deliver on both superior care and fragrance performance,” said Nathan Palmer, Marketing Director Laundry UK & Ireland at Unilever. “Our Pure Heaven Scent range caters to both, providing shoppers with a range of delicately fragranced, sensitive products across the full laundry regime from two of our largest and most trusted brands, Persil and Comfort.
“Partnering with Molly-Mae Hague is the dream partnership for our Pure Heaven Scent range. As a mother with sensitive skin who values added fragrance in her home and laundry, Molly is the perfect ambassador to share this new innovation, in an authentic way, at scale.”
The range is rolling out in grocery, wholesale and convenience channels from this month.
