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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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