Comfort has reformulated its Concentrated Fabric Conditioner Core and Creations ranges, promising shoppers 100 days of freshness and fragrance.
The launch includes a redesigned bottle that offers greater standout and has a new optimised shape so more units can be stocked on-shelf. Sleeve and cap aside, bottles are now made of 100% post-consumer recycled and recyclable plastic, with a removable sleeve and signposted recycling instructions featuring front of pack.
The reformulation follows research that revealed half the UK population wished their clothes could smell fresher for longer, and offers improved fragrances across Comfort’s popular scents, including Blue Skies, Strawberry & Lily, and Apple Blossom.
The relaunch is supported by a £12m campaign that puts an increased focus on inclusivity, with audio descriptions featuring in TV adverts. Further activity is planned for social media, TV, out of home, video on demand, and in-store.
Comfort’s new reformulated Core and Creations ranges are available now.
