Unilever is targeting "sensory junkies" with a fruit and flower-scented range of Comfort fabric conditioner concentrates backed by a £4m marketing spend.
The three-strong Comfort Exhilarations is expected to reach £5m in first-year sales, following launch this month. The Blueberry & Jasmine Twist, Strawberry & Lily Kiss and Melon & Lotus Flower Lift variants would cash in on the 29% sales growth of concentrate conditioners in the past year [IRI], said Unilever. "'Sensory junkies' are willing to pay more for unique fragrances," said a spokesman.
Bottles will come in 750ml and 1.5-litre formats, (rsp: £1.89 and £3.49 respectively). The £4m media package will kick off in January and include TV, radio and print ads as well as in-store activity.
The three-strong Comfort Exhilarations is expected to reach £5m in first-year sales, following launch this month. The Blueberry & Jasmine Twist, Strawberry & Lily Kiss and Melon & Lotus Flower Lift variants would cash in on the 29% sales growth of concentrate conditioners in the past year [IRI], said Unilever. "'Sensory junkies' are willing to pay more for unique fragrances," said a spokesman.
Bottles will come in 750ml and 1.5-litre formats, (rsp: £1.89 and £3.49 respectively). The £4m media package will kick off in January and include TV, radio and print ads as well as in-store activity.
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