Andrex has innovated its product range to offer a new enhanced portfolio – Andrex Ultimate Fresh hygiene wipes. The innovative new upgrade gives consumers an even better, more confident clean, and longer-lasting freshness than ever before.
Using new patented technology called DeodEclyx, its Ultimate Fresh wipes “do more than just mask odours,” it says. Each sheet reacts with and neutralises unpleasant smells, creating new molecules that leave behind a fresh scent for up to four hours.
This innovative solution to odour concerns will be implemented across the full Andrex Ultimate Fresh Portfolio, including single packs, Mega Packs and multi-packs. The new wipes are readily available now.
Recent research from Andrex revealed that 71% of consumers do not feel completely satisfied with their level of clean away from home. Recognising customers’ desire to keep clean on the move, Andrex’s Ultimate Fresh wipes will also be launched in an optimal Fresh & Go pocket-size pack containing 12 sheets, each imbued with the same deodorising technology.
Emma Laisby, head of Andrex at Kimberly-Clark UK & Ireland, said: “We’re always looking for ways to enhance the daily lives of our consumers, and we believe that this latest innovation does just that. With DeodEclyx technology, we’re not just offering a quick fix but a longer-lasting solution to personal freshness.”
The developments are the latest examples of Andrex reinventing the traditionally commoditised toilet tissue category. Last year saw the launch of its Get Comfortable brand platform, which urged the nation to overcome its ‘social constipation’ around discussing bathroom habits. Andrex has also committed to a three-year partnership with Bowel Cancer UK, with over £2.3m worth of support to drive earlier diagnosis of the disease.
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