Unilever is rolling out in-store “zones” for its fabric conditioner brand Comfort Pure as part of a tie-up with childrenswear high street retailer Adams Kids.
The joint activity is aimed at mothers and highlights the importance of children’s comfort and skincare. Comfort Pure is especially for people with sensitive skin and is backed by The British Skin Foundation.
The Comfort Zones are being rolled out at 300 Adams Kids stores across the UK and Ireland, backed by promotions, sampling and in-store marketing.
Patrick Woodall, managing director of Adams Kids, says: “Our plans with Comfort Pure enable us to highlight the message that we produce clothing with a special emphasis on children’s comfort.”
Adams Kids was rebranded from Adams last year, and the new name will be central to the marketing strategy, which is to include direct marketing to customers.
Meanwhile, Unilever rival Procter & Gamble is investing &£5m in the launch of a Fairy-branded fabric conditioner in a bid to win share from market-leading Comfort.