- One of the UK’s most successful influencers, Molly-Mae Hague, to front campaign with AV sponsorship, social media support and OOH advertising
- Heavyweight investment behind Unilever’s latest laundry innovation from Persil and Comfort
- Unilever’s first-ever full laundry range designed to be gentle next to sensitive skin without compromising on fragrance
Unilever is set to grow the sensitive laundry care segment with the launch of its Pure Heaven Scent collection from Persil and Comfort. The new range is Unilever’s first-ever full laundry regime designed to be gentle next to sensitive skin without compromise on fragrance and encompasses detergent, fabric conditioner and scent booster elixir products. The marketing campaign to support the launch is being fronted by one of the UK’s most successful influencers and mum, Molly-Mae Hague.
This latest innovation combines a non-biological formulation with a delicate scent, addressing the consumer desire for products that are gentle next to sensitive skin without compromising on fragrance. Non-bio laundry detergent currently makes up 40 per cent of the category and is experiencing +4.4 per cent sales growth, with capsules being the most popular format among shoppers. The Pure Heaven Scent collection is therefore well-positioned to tap into these growth trends by addressing the unmet needs of consumers looking for more fragrance from their sensitive laundry products.
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 its delicate fragrance, the range looks to appeal to shoppers in the sensitive sensorialist segment who deeply value experiences that engage the senses and are looking for products that cater to this need. The launch provides retailers with the opportunity to attract new shoppers to this segment and drive incremental sales with a full regime range on offer.
Known for her significant social media presence, Molly-Mae Hague has amassed over 14 million followers across her social channels. Molly-Mae and her young daughter, Bambi, will feature at various touchpoints in the multi-million-pound media campaign. This will include Pure Heaven Scent from Persil and Comfort sponsoring the new documentary series Molly-Mae: Behind It All Part Two, launching on 9 May on Amazon Prime, as well as OOH going live from 1 July.
In-store, high impact POS materials will promote the regime opportunity and drive visibility and shopper interest, while the range’s light blue and baby pink packaging is set to ensure standout on shelf.
“We know there is a big growth space and opportunity for products that deliver on both superior care and fragrance performance," said Nathan Palmer, Marketing Director Laundry UK & Ireland at Unilever. "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.
“Partnering with Molly-Mae Hague is the dream partnership for our Pure Heaven Scent range. As a mother with sensitive skin who values added fragrance in her home and laundry, Molly is the perfect ambassador to share this new innovation, in an authentic way, at scale."
The range will be available in grocery, wholesale and convenience channels from May.
NPD
Persil Pure Heaven Scent Non-Bio Capsules
Persil Pure Heaven Scent Non-Bio Capsules 24W £6.50 RRP
Persil Pure Heaven Scent Non-Bio Capsules 33W £8.50 RRP
Persil Pure Heaven Scent Non-Bio Capsules 44W £11.00 RRP
Persil Pure Heaven Scent Non-Bio Capsules 54W £11.50 RRP
Comfort Pure Heaven Scent Fabric Conditioner
Comfort Pure Heaven Scent Fabric Conditioner 38W £3.00 RRP
Comfort Pure Heaven Scent Fabric Conditioner 64W £5.00 RRP
Comfort Pure Heaven Scent Fabric Conditioner 86W £4.95 RRP
Comfort Pure Heaven Scent Scent Booster Elixir
Comfort Pure Heaven Scent Scent Booster Elixir 14W £3.00 RRP
Comfort Pure Heaven Scent Scent Booster Elixir 20W £6.00 RRP
Persil Wonder Wash Sensitive
Persil Wonder Wash Sensitive 31W £7.00 RRP
Persil Wonder Wash Sensitive 55W £10.00 RRP
