Surf has followed in the footsteps of its sister laundry brand Persil by launching a range of detergent suitable for short cycles.
The fragrance-focused Magnifi-Scent Wash is available in Floral Fusion, Sunshine Blossom and Aqua Bliss across 31-wash (£6.50) and 55-wash (£10.50) formats. The trio addressed “the common shopper concern of a lack of fragrance in a short cycle and delivers the extraordinary scents that Surf is known for – even in 15 minutes”, said owner Unilever.
Consumer insights revealed “a growing demand for detergents tailored to short cycles, with 68% of shoppers using a short cycle once a week”, the supplier added.
The launch of Surf Magnifi-Scent Wash will be backed from May by a £6m-plus media spend spanning TV, digital, social and OOH. It would “communicate the range as ideal for time-pressed shoppers who need a quick and convenient laundry solution, so they can spend more time enjoying what matters to them”, Unilever said. In-store PoS materials would “drive visibility for the range and generate shopper interest in the homecare aisle”.
Nathan Palmer, Unilever marketing director for laundry, added: “Surf Magnifi-Scent Wash brings shoppers the extraordinary fragrance experience they expect from Surf.”
Brits were “increasingly looking for products that can deliver exceptional results in less time, without compromising on things they look for from their laundry products, particularly fragrance and cleaning power”.
The launch of Surf Magnifi-Scent Wash follows the success of Persil’s Wonder Wash range for shorter laundry cycles. Unveiled in early 2024, supported by a push starring Usain Bolt, it has achieved 8.5% household penetration. Last month, it added two more variants: Dazzling White and Sensitive Non Bio.
Magnifi-Scent Wash is the second big move for Surf in the past seven months. Last September, it relaunched its laundry detergents with “new and improved” fragrances – backed by a £7m campaign.
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