Comfort, the fabric conditioner brand owned by Unilever, is relaunching three key product ranges and expanding its Scent Booster Elixir collection.
The relaunch will bring improved fragrance technology to Comfort’s Core and Creations ranges, which is designed to deliver fragrance at all stages of the wash, making it better suited to modern wash loads. The products also feature new pack designs to boost standout on shelf, with clearer differentiation between the ranges to ensure shoppers can easily find the right product to suit their needs.
In addition, Comfort’s Ultimate Care range has been transformed into Comfort Fresh & Protect. The updated range provides improved fabric care performance with more pro-fibre technology, catering to those “looking for a premium fabric conditioner offering”.
Comfort stated that its latest innovation is designed to meet the growing demand for products that deliver freshness for longer. The brand noted that freshness remains the fastest-growing benefit space in the laundry category, and Comfort’s innovative formulations aim to “set a new standard in fabric care while driving growth for the category”.
Complementing the relaunch is the expansion of Comfort’s Scent Booster Elixir range, introducing three new fragrances to the collection: Blue Skies, Sunshiny Days and Tropical Lily. The new fragrances match Comfort’s Core fabric conditioner range, with the Tropical Lily fragrance matching Surf’s fabric cleaner as well. The brand stated that this will allow retailers to drive incremental sales through regime with these complementary products.
“Comfort has always been synonymous with quality and innovation in fabric care,” said Nathan Palmer, Marketing Director Home Care UK & Ireland at Unilever. “Building on a strong year for the brand, our latest product enhancements and Scent Booster Elixir expansion represent a significant step forward.
“By tapping into the consumer demand for longer-lasting freshness and addressing key gaps in the market, we’re delivering products that elevate everyday laundry routines while driving growth in the category.”
To support the launch, Comfort is investing £7.6m in a marketing campaign across TV, OOH, BVOD, social media, shopper marketing, in-store executions and sampling.
