All The Freshness You Could Wish For New Comfort Intense will revolutionise Ireland’s laundry market. Comfort, Ireland’s number one fabric conditioner (Source: MAT, ACNielsen, February 1, 2015), is set to revolutionise the laundry market with the launch of new Comfort Intense, a new range that provides incredibly intense freshness in every drop. For consumers, there is often a gap between perceived and desired freshness with longer lasting freshness being a key category driver. Comfort Intense will narrow that gap by providing enhanced freshness performance. The ultra concentrated formula, with its unique 15ml dose, is designed to challenge category norms and provide consumers with intense freshness at all stages of the laundry process, from wash to wear, without
Comfort Intense Fresh Sky: 38w (570ml), 64w (960ml)
compromising on softness. Comfort Intense has introduced a spout with a new dosing cap, to facilitate the consumer to dose the right amount of liquid. Ground-Breaking Fabric Conditioners Comfort Intense promises to deliver the high quality long lasting freshness on the market via new “dual-encaps” fragrance technology, designed to release continuous bursts of fragrance throughout the day. Comfort has performed a series of qualitative and quantitative consumer tests and according to Bases II, 88% of people who tried the product say that the product either meets or exceeds their expectations (497 people tested). Comfort Intense really delivers on its promise and is sure to become a household favourite all over Ireland. The ground-breaking fabric conditioners are now available in both 38 wash and 64 wash formats across four beautiful scents: Fresh Sky, Sunburst, Fuchsia Passion and Ocean Pearl. These
Comfort Intense Sunburst: 38w (570ml), 64w (960ml)
are available from April with an RRP of €4.85 for the 38 wash pack and €6.49 for the 64 wash pack. The launch will be supported by a very strong TV campaign and will also be complemented by an Out of Home, Print and Sampling Campaign worth €500,000, starting in May. Great for the Environment The recommended dosage of Comfort Intense variants will differ from current products, due to the higher level of fabric conditioning active and fragrance present. Current Comfort recommended dosage is 35ml for a standard load, whilst for Comfort Intense it is only 15 ml. Due to the dosage being so much smaller, Unilever have managed to fit a lot more washes in tiny bottles, that are great for shoppers as they will take up less space in their cupboards. Comfort is Ireland’s largest fabric enhancing brand, worth €11.5m in retail sales value, and with 61.5% market share in the latest 52 weeks. The brand has shown significant growth in 2014, growing 18.8% * (Source: MAT, ACNielsen, February 1, 2015). The brand is well loved in Ireland and was bought by 48.8% of households in the last year (Source: Kantar Ireland
WorldPanel, January 4, 2015).
Comfort Intense Fuchsia Passion: 38w (570ml), 64w (960ml)
Comfort Intense Ocean Pearl: 38w (570ml), 64w (960ml)
NB: All prices quoted are Recommended Retail Prices. Retailers are free at all times to set their own retail prices.