A new look and reformulation are part of the overhaul which will be supported by a through-the-line package featuring TV ads and nationwide sampling.
Brand manager Louise Jeeves said: “One in four people in the UK feel they have sensitive skin and Comfort is in
a trusted position where it can answer consumer needs. We’re confident products like Pure will revitalise fabric conditioners.”
Pure retails at £1.79 for 750ml and is also available in one and two-litre pack sizes.