Henkel Laundry and Home Care, the household product manufacturer, is relaunching its Filetti Sensitively Clean washing detergent brand with a new formulation for sensitive skin.
The revamp aims to raise awareness of the non-biological detergent, which launched in the UK more than 21 years ago but has a niche consumer base. The reformulated detergent will be enzyme free but will contain almond milk and vitamin E, to protect young skin.
Henkel claims the new formula, which will be available in Tesco, Sainsbury’s and Waitrose and has been endorsed by Great Ormond Street Hospital, will be suitable for nut-allergy sufferers.
The changes will be supported by Filetti’s first marketing drive, which will include consumer press ads, direct marketing and sampling. The campaign, which has been developed by Proximity and Haygarth, will target mums and young families.
The Henkel Group operates in three business areas – home care, personal care and adhesives, sealants and surface treatment.
In the 2005 financial year, the Henkel Group, which employs more than 50,000 people worldwide and operates in more than 125 countries, generated sales of €11.9bn (£8bn).