Launching on 18th September in Tesco with a RRP of £7 for 30 washes, the product may also be obtainable in different main retailers over the approaching months.
The scientifically examined method renews garments in simply ten washes, so garments will appear like new once more, restoring colors, eradicating ‘bobbles’ and smoothing fibres – permitting shoppers to get an extended lifespan from their garments with renewed freshness. With sustainability on the entrance of individuals’s minds at present, and 60% of garments solely needing a lightweight wash1, Dylon Detergent affords a delicate clear in your mild washing wants, that feels simply as contemporary. That is achieved by a patent-pending formulation which mixes the usage of delicate surfactants with its ‘renew’ know-how.
With sustainability on the core of the product, the brand new Dylon Detergent method relies on greater than 95 per cent biodegradable elements, guaranteeing preferrred take care of clothes, in addition to repairing injury that has occurred over time. It’s also coming with a balanced footprint that boasts zero manufacturing waste from plant to landfill, produced with 100% renewable vitality, and the bottles are made of fifty% recycled plastic.
While this one-of-a-kind method is model new to the UK and Irish market, the detergent has already been altering the laundry recreation throughout Europe, beneath the completely different model names of Perwoll, Perlana, Perlan, Mir, Persil and Laska. The model is prime 3 class lead in 32 markets and has been encouraging shoppers to #RethinkNew for 75 years.
Tim Petzinna, FMCG basic supervisor UK & Eire at Henkel, mentioned: “For Henkel, the doorway into the UK and Irish detergent class is a serious strategic step. Henkel is market main in lots of continental European markets, however to this point, we weren’t current with detergents in UK and Eire. We contemplate this market as extremely engaging with enormous progress potential. We’re prepared to make substantial investments with the intention to set up an modern, client related model!”
Nikki Vadera, FMCG advertising & digital director at Henkel, mentioned: “At Henkel, we’re enthusiastic about increasing our laundry portfolio with the launch of this game-changing distinctive product within the UK & Eire. Not solely does the product’s method boast by no means earlier than seen know-how within the UK and Eire, additionally it is a premium laundry detergent choice for those who need to take care of their garments and their pores and skin in a delicate manner. We are going to disrupt the laundry class and problem the style acutely aware who’re additionally involved in sustainability to #RethinkNew.”
The product launch will likely be supported by an impactful built-in advertising marketing campaign in This autumn 2024 alone, together with ATL assist on TV, BVOD and YouTube. There may also be a full shopper advertising plan, which excitingly sees Dylon Detergent partnering with a celeb ambassador for the launch, with additional particulars to be shared subsequent month.
Dylon Detergent is obtainable for 4 completely different washing wants: Color, Darkish, Blossom & Sport:
- Dylon Detergent – Color: Appropriate for all colored garments, it renews colors and fibres like by no means seen earlier than. The color variant can also be obtainable in a premium and floral scent, Blossom.
- Dylon Detergent – Darkish: Appropriate for all darkish clothes, the darkish variant is obtainable in a premium and floral scent.
- Dylon Detergent – Sport: Appropriate for all activewear, the game variant helps to take away any undesirable malodour that tends to construct up on activewear. The triple renew know-how helps activewear retain its elasticity, while restoring breathability on the supplies.
