Procter & Gamble is test-marketing a single-dose fabric conditioner under the Lenor brand to rival Unilever’s recently launched Comfort Pearls.
In the past, P&G has been eager to rush products to market to match or beat Unilever’s innovations. Four years ago, P&G launched its single-dose liquid detergent capsules before Unilever (MW February 1, 2001). But a P&G source claims that the new Lenor product has been in development for over two years, while the company worked to perfect the technology. The source adds that the company hopes Unilever’s launch has prepared the market for single-dose fabric conditioners, but admits P&G always tries to be first to market with innovations.
The company plans to launch the product later this year, although before that it will launch a variant of Lenor called Sleep Sensations, designed for bedding, in February.
Both launches will be supported by multi-million pound advertising campaigns as P&G tries to mount a greater challenge to Comfort, which has taken market share from Lenor in recent months. Advertising is handled by Grey London.