Unilever has combined its market leading fragrance detergent, Surf, and fabric conditioner, Comfort, to bring a new seasonal offering to the laundry market.
Rolling out now, the limited edition festive duo will consist of two variants - Surf Winter Violet and Mistletoe and Comfort Creations Mistletoe and Crocus, and have been designed to help retailers profit from the consumer demand for seasonal fragrances.
Paul Johnson, marketing manager for laundry at Unilever UK, said: “We know that consumers love trialling new laundry fragrances, especially around Christmas. In fact, 25% of consumers said that laundry fragrances are their favourite way to infuse their homes with a festive scent, which is why we’re excited for two of our biggest brands to partner together to launch these two new limited edition variants.
“Both limited edition products provide consumers with the longer-lasting, festive fragrance they desire, transforming laundry from a mundane task to a joyful experience over the winter months.”
The products’ festive packing has been designed to align the two variants whilst still representing each brand’s individual style – with a silver, purple and white colour scheme and mistletoe artwork used across the range. The seasonal nature of the packaging also lends itself to dual siting in-store, in both the laundry and seasonal aisle, doubling the sales opportunity for retailers.
Comfort currently has a leading 46.6% market share and last year, the brand’s seasonal variant brought an additional £800,000 to the category, claims Unilever. Surf is currently enjoying a leading 7.1% market share, adds the firm.