Unilever introduces Comfort Naturals
14 August 2008
Unilever UK is extending the country’s number one fabric conditioner brand, Comfort, with the launch of a brand new range, Comfort Naturals.
On shelf from August, Comfort Naturals is a premium range of skin-kind fabric conditioners containing extracts of carefully selected natural ingredients with a beautiful, delicate fragrance.
The new range will benefit from a £5.2 million marketing spend.
Kathryn Fordham, Comfort Brand Manager at Unilever UK comments: “The launch of Comfort Naturals taps into the current trend for the simpler more natural things in life. We are offering a range of fabric conditioners that contain extracts of natural ingredients. They leave clothes smelling naturally fresh, whilst still being kind and gentle on your skin.
“We hope to see the new range drive value into the skin friendly segment of the laundry market. The products will encourage shoppers to trade up for a premium offering with the reassurance of skin benefits and a delicate fragrance.”
Comfort Naturals will appeal to a range of consumers, from women with families to older shoppers.
The packaging is extremely simple and natural looking, breaking category norms and signalling something new to create standout.
The range is only available in concentrates which offer significant environmental benefits over standard fabric conditioners as they use less than half the packaging per wash.
As less liquid is needed compared to standard fabric conditioners, concentrates are also better value for money.
Comfort Naturals is available in three variants: Olive blossom blended with cotton extract which has a light, fresh fragrance; a rich blend of Jojoba oil & fragrance of white orchid, and a soothing fragrance blended with Aloe Vera, which is renowned for its skin friendly qualities.
All variants are dermatologically tested and have been specially developed for sensitive skin.
The rinse conditioner market continues to grow at 5-6% year on year.
Comfort is driving market value through continued innovation which is encouraging consumers to move from dilutes to concentrates.
The skin friendly segment of the laundry market is also growing and is now worth 21.3% of the category, up from 19.4% a year ago.
The Comfort Naturals marketing campaign will include TV, press and online support. The three variants are available in both 750ml and 1.5 litre bottles. Outercases contain 8 x750ml bottles or 6 x 1.5litre bottles.
