Fabric conditioner brand Comfort is relaunching three key product ranges and expanding its Scent Booster Elixir collection to deliver a Next Level Fresh laundry experience.
The relaunch will bring improved fragrance technology to its Core and Creations ranges, designed to deliver fragrance at all stages of the wash, making it better suited to modern 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,” supplier Unilever says.
Complementing this relaunch is the expansion of Comfort’s Scent Booster Elixir range, introducing three new fragrances - Blue Skies, Sunshiny Days and Tropical Lily. The new fragrances match Comfort’s Core fabric conditioner range, with the Tropical Lily fragrance matching perfectly with Surf’s fabric cleaner as well.
The liquid formulation of Comfort’s Scent Booster Elixir range marks a breakthrough in the market by addressing a key consumer pain point: residue left on clothes. Unlike traditional scent boosters, this innovative bead-infused formula is effective even in cold and short cycles, while delivering long-lasting, multi-sensorial freshness.
Nathan Palmer, marketing director home care UK & Ireland at Unilever, said: “Comfort has always been synonymous with quality and innovation in fabric care. Building on a strong year for the brand, our latest product enhancements and Scent Booster Elixir expansion represent a significant step forward.”
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.
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