Comfort Pure Ultra

Unilever is to launch a concentrated fabric conditioner geared towards people with sensitive skins and families with young children.

Comfort Pure Ultra Concentrate will roll out at the end of January, supported by a £1m marketing campaign.

Available in 38-wash (rsp: £3.30/570ml) and 64-wash (rsp: £4.89/960ml) formats, the NPD follows last year’s launch of Comfort Intense concentrated fabric conditioner.

“We know consumers are looking for sensitive formulas from their fabric conditioner without compromising on softness,” said Fernanda Tubini-Roberts, Comfort senior brand manager at Unilever UK.

“Comfort Pure Ultra Concentrate provides the same outstanding, kind-to-skin performance consumers expect, but from a 15ml dosage - less than half the standard 35ml dose currently available in the UK.”

Comfort is the UK’s largest fabric-enhancing brand with 43.2% value share [Nielsen 52 w/e 5 December 2015].