Unilever has expanded its Persil Wonder Wash laundry range for short cycles with Dazzling White and Sensitive Non Bio liquid detergents.
Persil Wonder Wash Dazzling White promises to brighten white clothing in just 15 minutes using trademarked technology. It came in response to “82% of consumers seeking ‘sparkling white results’ from their shortest laundry cycle”, Unilever said. “This advanced formula tackles dirt and stains and reflects light while preventing fabric from greying for a visibly brighter appearance.”
The new Sensitive Non Bio variant is accredited by the Skin Health Alliance as Persil’s first detergent designed with a hypoallergenic fragrance suitable for sensitive skin. It addressed “a growing shopper need for gentler laundry detergents, with 79% of consumers saying they want a product that is developed for sensitive skin”, said Unilever.
Both innovations join Speed Clean Non Bio, Odour Defy and Ultra-Care in the Persil Wonder Wash range, which debuted in April to tap “the growing trend of short-cycle washes”. It has since achieved 8.5% household penetration.
Available from next month, the latest launches (rsps: £7/31 washes & £10/55 washes) will supported by a multimillion-pound investment. It will include an ATL campaign going live in May across TV, digital and OOH, plus in-store and influencer activations, as well as the return of last year’s ‘Fast Just Got Better’ ad fronted by Usain Bolt.
“Wonder Wash has proven to be a huge success and a solution to the genuine consumer need for a high-performance detergent that is effective in a short cycle,” said Nathan Palmer, Unilever marketing director for laundry. “With 68% of consumers now using a short wash cycle once a week, there is a growing demand for effective products in this space, and Persil Wonder Wash is leading the way in delivering this for shoppers.”
The supplier continued “to invest in the category”, he added. “With this latest innovation, we aim to bring new consumers into the brand, as well as drive further growth for the wider category.”
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