Comfort, the UK’s #1 rinse conditioner, is relaunching its portfolio to reinforce its position as the clothes care expert. Through revolutionary new product technology, new pack design and a high impact campaign, the brand will give shoppers a new reason to add Comfort to their baskets.
The Comfort re-launch follows extensive customer research which uncovers the need to highlight to shoppers the important role rinse conditioners play in caring for and protecting their favourite clothes.
Comfort is adding its innovative new Pro-Fibre Technology to its new Ultimate Care range. The new formula goes above and beyond other rinse conditioners and is designed to protect clothes from damage, such as colour fading, bobbling and shape loss, while leaving a long-lasting fragrance.
The Comfort Ultimate Care formulation is ultra-concentrated saving water, allowing for smaller, more efficient bottles and reducing trucks on the road. The bottles are made from 100% post-consumer recycled plastic, helping reduce carbon footprint, and they are also 100% recyclable. These elements contributing to Unilever’s ‘Clean Future’ vision.
New Comfort Ultimate Care with Pro-Fibre Technology is available in a range of top fragrances and will help clothes-lovers to protect their favourite clothes from damage, helping to keep them looking and feeling like new for longer.
Nadine Slyper, homecare brand experience director, Unilever UKI, said: “Clothes are more than just clothes and whether it’s a cosy old jumper or glamorous evening wear, our favourite clothes are often intertwined with memories. We all know that the more you love a piece of clothing, the more you want to wear it, so it’s important to use the right clothes care products to make sure it lasts.
“Our research reveals there is a clear gap in shopper knowledge when it comes to the benefits rinse conditioners offer. Our new Comfort Ultimate Care range not only delivers fragrance and softness but also has many more benefits and protects clothes from damage to help keep them looking their best for longer. Through this relaunch and high impact communications, we want to get clothes lovers back into rinse conditioners, choosing Comfort as the brand to care for their most loved items.”
With the ambition of accelerating Comfort’s position within the clothes care market, the rebrand will also be supported through a large £5.8m ATL investment campaign beginning this month.
Comfort Ultimate Care products are available in retailers now, RRP between £2 – £6, range and pack-size dependent