• Product: Persil Pure Heaven Scent Non-Bio Capsules, Persil Wonder Wash Sensitive, Comfort Pure Heaven Scent Fabric Conditioner, Comfort Pure Heaven Scent Scent Booster Elixir
• Supplier: Unilever
• RRP: £6.50 to £11.50 across lines
• Available: now

Unilever is growing the sensitive laundry care segment with the launch of its Pure Heaven Scent collection from Persil and Comfort, now available to retailers.

The launch is supported by a multi-million-pound campaign, fronted by British influencer and mum, Molly-Mae Hague, spanning AV sponsorship, social media, OOH, and an Amazon Prime documentary.

Unilever launches Persil Wonder Wash range for short laundry cycles

The Pure Heaven Scent range is approved by the Skin Health Alliance and includes Persil Pure Heaven Scent Non-Bio Capsules, Persil Wonder Wash Sensitive, Comfort Pure Heaven Scent Fabric Conditioner, and Comfort Pure Heaven Scent Booster Elixir.

With non-bio laundry detergent forming 40% of the category, and experiencing 4.4% sales growth, Unilever believes the Pure Heaven Scent collection is well-positioned to tap into these trends. PoS material is available for retailers.

Nathan Palmer, marketing director laundry UK & Ireland at Unilever, said: “We know there is a big growth space and opportunity for products that deliver on both superior care and fragrance performance. Our Pure Heaven Scent range caters to both, providing shoppers with a range of delicately fragranced, sensitive products across the full laundry regime from two of our largest and most trusted brands, Persil and Comfort.”

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