Unilever is backing its Comfort Concentrates fabric conditioner range with a £5m campaign to highlight two new fragrances.

Comfort Tempting Nature and Comfort Tropical Burst, rolling out now, are available in 750ml and 1.5 litres and incorporate the Comfort Fresh Release technology, with which Unilever claimed a first with last year. They are exclusively available as concentrates to "trade people out of dilutes to fuel further category growth", said Marie Scoble, laundry category manager at Unilever.

In the past year, sales of the total Comfort fabric conditioner brand have risen 4.1% to £99.9m. This was boosted by the new technology, designed to release fragrance in the clothing with body movement. "The new fragrances will drive penetration and bring new users to the category," said Scoble.

The campaign, which includes TV and print ads, launches in April with the strapline 'Comfort makes a good clothes day'.