Comfort reinvents to meet the evolving needs of consumers
Since launching the world’s first fabric conditioner in 1969, Comfort has led the category with innovations that enhance softness, fabric longevity, and fragrance. Now, the brand is undergoing a major transformation to meet growing consumer demand for sophisticated, long-lasting scents and products tailored to specific needs, such as sensitive skin.
The revamped portfolio includes the Scent Booster Elixir range, designed for the rinse cycle to maximise fragrance deposition—tapping into a segment expected to grow from €1.9 billion in 2023 to €3 billion by 2028. Comfort has also relaunched its Pure range for the fast-growing ‘gentle’ market and formulated products for quick, cold washes, now common among 80% of consumers in key markets.
Alper Capar, Global Marketing VP, Fabric Enhancers & Fragrance, Unilever: “By continuously evolving to meet market needs and driving desire, Comfort is reasserting its relevance and leadership. This latest transformation not only addresses previously unmet consumer needs but also reinvigorates the brand, ensuring it’s well positioned for future growth.”
With the global fabric conditioner category valued at €11.4 billion and growing over 10% annually, Comfort aims to drive penetration by delivering premium sensorial experiences and targeted benefits, reasserting its relevance and leadership for the future.
Alper: “Addressing consumers’ changing needs and wants – such as added fragrance, sensitive and speed – with products that deliver ‘next level’ fragrance experience will help drive penetration and re-appraisal in the overall market, which is huge.”
Follow Marketing Report on LinkedIn
Subscribe to the Marketing Report Newsletter
Send us your press releases, columns, interviews…
Join Marketing Report in our LinkedIn Groups
