Persil to introduce aloe vera detergent variant

Unilever is to launch an aloe vera variant of Persil tablets and powder detergent to capitalise on the growing popularity of alternative remedies.

Industry insiders say that this will be the first time the plant, known for its natural healing properties, has been used in a cleaning product.

The launch, in April, will be supported by a £13m TV advertising and marketing spend. The ads will be created by J Walter Thompson.

One industry source says: “The new Aloe Vera Persil will be positioned as a caring detergent brand that will be soft on clothes. The aloe vera concept is not being extended into Persil Capsules.”

There are two other household products that use aloe vera. Kimberly-Clark launched a variant of its Andrex toilet tissue treated with aloe vera lotion last year, and Sainsbury’s own-brand toilet roll, Super Soft Plus, is also treated with aloe vera.

The aloe vera plant is used in various cosmetics products such as shampoos, sun-burn lotions and athlete’s foot treatments.

Persil Capsules was launched last year, and was said to be the company’s biggest launch since it introduced detergent tablets in 1998. Subsequently, the Persil brand has also extended into the “dark wash” detergent category with the launch of Black Velvet (MW July 12, 2001).

Most recently, the company pulled the plug on its Persil Revive home dry-cleaning product, less than two years after its launch (MW March 7).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here