Unilever to expand Persil range with fragrances

Unilever is extending Persil into fragrances for the first time with the £5m launch of a new sub-brand. Persil Naturals will have three variants and will be launched at the start of next year.

The Naturals range will be aimed at adults with sensitive skin who want a change from odourless, non-biological powders. The range will offer gentle fragrances without being too harsh or overpowering.

It is understood Unilever hopes consumers will be willing to trade up to the premium brand if they are reassured about the benefits and delicate fragrance of the ranges.

The range is expected to reflect the launch of Comfort Naturals earlier this month. Comfort Naturals was introduced initially in Sainsbury’s and will be rolled out across all the major supermarkets in the next few weeks. It is available in Olive blossom with cotton extract, jojoba oil and white orchid, and a fragrance blended with aloe vera.

All three variants of Comfort Naturals have been developed for sensitive skin and are available only as
a concentrate. The new launch is supported by a £5.2m marketing drive.

It is not yet clear if the Naturals sub-brand will be extended across all Persil formats, but it is thought very likely that its concentrated Small & Mighty line will be included.

Unilever and Ariel manufacturer Procter & Gamble are also poised to launch super-compacted powder versions of their detergent brands during spring 2009 (MW July 17).