Lever extends Comfort line with ‘Forme’ launch

Lever Faberg̩ is to extend the range of its Comfort fabric conditioners, with the launch of Comfort Forme Рa liquid conditioner that it claims keep clothes in shape during washing.

Lever Fabergé is to extend the range of its Comfort fabric conditioners, with the launch of Comfort Forme – a liquid conditioner that it claims keep clothes in shape during washing.

The August launch of Comfort Forme will be supported by a &£4m television and press campaign, created by Ogilvy & Mather.

An industry insider says: “Comfort Forme uses a technology that promises to keep all clothes in shape during washing. The launch is part of the company’s strategy to ride on the success of the brand and create more categories in the market. Forme does not have any rivals at the moment.”

Lever Fabergé leads the fabric-conditioner market with a 44 per cent share by value, with Comfort dominating (Mintel, 2001).

Earlier this year, Lever Fabergé collaborated with French fragrance houses Firmenich and Givaudan to develop Ylang Ylang & Passion Flower, and Mandarin & Green Tea scents for its Comfort fabric conditioner range. These two fragrances hit the shelves this month.

The Comfort range also includes Easy Iron, a fabric softener, and Comfort Refresh, a clothes-freshening spray.

The marketing director for Lever Fabergé Netherlands, Ton Enbeek, was recently promoted to global brand director for all of Unilever’s conditioner brands, including Comfort (MW October 11, 2001).

Lever Fabergé is the household and toiletries subsidiary of Unilever.

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