Unilever is claiming a first in the laundry market with new technology added to its Comfort Concentrates fabric conditioners to keep clothes fresher for longer.
On shelf next month in four variants, the new lines incorporate Fresh Release technology that releases fragrance when clothes are worn, through body movement.
Brand manager Rachel Kelly said even clothes washed six months earlier would deliver freshness and fragrance and predicted existing users would trade up. "Research shows that 88% of women want their clothes smelling extra fresh and demand longer lasting fragrance," she added.
The move follows the arrival of extra-concentrated Small & Mighty versions of Persil and Surf and, like its siblings, Comfort will be backed by a big marketing spend. The £6.5m activity will include TV and radio ads and sampling.
Packs will flag up 'Freshness released whenever you move' via an on-pack flash.