Procter & Gamble is to strengthen its non-biological laundry brand, Fairy, with its first move into the fabric softener category.
Fairy fabric softener will be listed in stores from Monday (January 9) in a 750ml bottle of concentrate as well as in one, two and three-litre dilute formats. It will be backed by a £5m TV and marketing campaign, which will break later in the year.
The product is both dermatologically tested and hypoallergenic and it carries an on-pack endorsement from Allergy UK.
P&G is also adding to its Lenor fabric conditioner brand with Lenor in the Pink, a fragrant blend of mango and orange that P&G said had a more invigorating smell than existing products.
A £3.8m marketing plan, including TV, print and radio advertising, will kick off on February 1.