Lever Fabergé is looking to get more mileage from aloe vera formulations in the laundry category with the launch of a Persil liquigel containing extracts of the plant.
Meanwhile, the fmcg giant is pouring £10m into marketing support for its aloe vera laundry portfolio, which also includes powder and tablet versions.
Activity includes TV advertising scheduled to start in the middle of next month, as well as press ads, posters and instore promotions featuring the strapline: A drop of nature. A wash with kindness'. The company estimates that 77% of its target audience of ABC1 women aged 18 to 45 will see the TV advertising.
Aloe vera is said to be kind to skin and the new format's packaging aims to emphasise cleanliness and freshness.
Brand manager Andrew Watson said interest in natural products which were gentle on the skin was growing, with one in four UK consumers describing themselves as having sensitive skin.
"Persil Aloe Vera appeals to a wide audience including traditional non bio users as well as biological detergent users," he added.