Unilever is giving its premium fragrance detergent range Surf Sensations a full rollout from January.
The range launched exclusively in Asda last May in two fragrances: Golden Blossom and Delicate Moonflower. In January, the supplier will launch the range to other retailers, along with a third fragrance, Enchanting Dahlia. The products are available in powder (rsp: £5/21 washes), liquid (rsp: £5/23 washes) and capsules in packs of 16 (rsp: £5) and 30 (rsp: £8).
The launch will be supported by a £4m marketing spend, including a TV campaign from March.
“We know that fragrance is a key driver for consumers in the laundry market and there is a growing demand for new news in this category,” said Surf brand manager Michelle Kimber. “We have introduced these three unique scents to the Surf Sensations range, which tap into the oriental fragrance trend we have seen to be really popular in the fine fragrance segment.”
Surf’s sales are up 4% to £131.1m [Nielsen 52 w/e 3 October 2015]. It is the UK’s third bestselling detergent, after stablemate Persil and P&G’s Ariel.
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