Unilever has continued its innovations push in homecare, adding the 11-strong Pure Heaven Scent laundry lineup for sensitive skin.
The new range was the supplier’s “first-ever full laundry regime designed to be gentle next to sensitive skin without compromise on fragrance and encompasses detergent, fabric conditioner and scent booster elixir products”, it said.
Set to roll out in May across the Persil and Comfort brands, Pure Heaven Scent is approved by the Skin Health Alliance. It combined “a non-biological formulation with a delicate scent, addressing the consumer desire for products that are gentle next to sensitive skin”, Unilever said.
Persil Pure Heaven Scent (rsps: £6.50-£11.50) is made up of Non-Bio Capsules in 24, 33, 44 and 54-wash formats, as well as Wonder Wash Sensitive in 31-wash and 55-wash options.
Comfort Pure Heaven Scent comprises Fabric Conditioner for 38, 64 and 86 washes, plus Scent Booster Elixir in 14-wash and 20-wash SKUs (rsps: £3-£6).
“There is a big growth space and opportunity for products that deliver on both superior care and fragrance performance,” said Nathan Palmer, Unilever marketing director for laundry. The Pure Heaven Scent offer catered to both, “providing shoppers with a range of delicately fragranced, sensitive products across the full laundry regime from two of our largest and most trusted brands, Persil and Comfort”, he added.
The launch will be supported by a campaign starring influencer and former Love Island contestant Molly-Mae Hague. “Partnering with Molly-Mae Hague is the dream partnership for our Pure Heaven Scent range,” Palmer said.
“As a mother with sensitive skin, who values added fragrance in her home and laundry, Molly is the perfect ambassador to share this new innovation, in an authentic way, at scale.”
Pure Heaven Scent is the latest in a busy year of innovation for Unilever’s homecare arm. Last week, it unveiled Cif Infinite Clean – an all-in-one cleaning spray containing probiotics.
Available in Lime & Lemongrass, Lavender & Eucalyptus and Sensitive Lotus & Mineral Salt, it comes as a reloadable spray device and refill cannister – both in 280ml and 590ml formats (rsps: from £3).
The NPD had leveraged “Unilever’s cutting-edge, patent-pending probiotic technology to transform home cleaning”, the supplier claimed. “The probiotics used in the cleaning formula remain inactive until they encounter dirty surfaces, where they germinate and feed on grime.” They then continued “to target dirt after the spray has been used, reaching hard-to-clean areas for a thorough clean that lasts up to three days”.
Sophie Brooke-Jones, Unilever home & hygiene lead, added: “Cif Infinite Clean redefines the way consumers think about cleaning. Developed in response to evolving cleaning needs, this forward-thinking innovation does exactly what it says and allows shoppers to clean many surfaces in their home.”
Earlier this month, Unilever’s Surf launched Magnifi-Scent Wash, a range of liquid detergent suitable for short cycles in Floral Fusion, Sunshine Blossom and Aqua Bliss across 31-wash and 55-wash formats.
It came about three weeks after Persil extended Wonder Wash, its own lineup for short cycles, with Dazzling White and Sensitive Non Bio – backed by the return of the ‘Fast Just Got Better’ ad fronted by Usain Bolt.
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