Unilever-owned laundry detergent brand Surf is relaunching its liquid and capsule detergents with new “joy infused” fragrances that are made with essential oils and designed to be “mood-boosting”.
Whilst current fragrance-led detergent propositions focus on fragrance during the washing process, Surf’s new range is claimed to deliver fragrance from the moment the bottle is opened, to the opening of the washing machine, the drying process and for up to 12 hours whilst clothes are being worn.
The revamped range taps into the ‘Joy Economy’, which is growing at 65% within the fabric care category. Unilever noted that consumers are seeking products that go beyond traditional laundry benefits, such as fragrance and care, and that instead offer mood enhancement. With 75% of human emotions generated by smell, the new Surf range aims to elevate the ‘in-wear’ experience.
The new Surf detergent capsules will now be available in recyclable cardboard packaging to align with the brand’s commitment to tackle plastic waste as part of Unilever’s Clean Future Strategy.
Surf is supporting the relaunch with a £7m media value ATL campaign launching this month across the UK. The campaign will focus on a ‘social-first’ approach to “resonate and engage with consumers in a new & joyful way for the Surf brand”.
The new Surf Joy-Infused Capsule Detergents are rolling out now in Tesco, Asda and Sainsbury’s, and will be available across all other grocery and convenience channels in the coming weeks.
