For the first time! Comfort introduces its latest laundry detergent, created with Unilevers unrivalled expertise in the laundry market

Business Press Releases Tuesday May 8, 2018 17:35
Bangkok--8 May--ABM
Continues to expand into a new generation of women in search of a clean and luxury-scented experience for washing clothes

Comfort is making an aggressive move to grow its share of Thailand's laundry detergent market with the launch of two innovative fragrant laundry detergents – Comfort Dazzling Enchantment (purple) and Comfort Glowing Darling (pink). Both integrate Unilever's unparalleled expertise and leadership in Thailand's laundry detergent market with its Breeze and Omo brands, combined with Comfort's unrivalled knowledge of fragrant laundry products. The two breakthrough products were created to meet the requirements of new-generation women who are looking for the ultimate fragrant laundry detergent that contributes to enchanting beauty while delivering deep cleaning efficiency. The launch is being supported by a marketing communications campaign that promotes a fashionable lifestyle for new-generation women through a partnership with a notable domestic fashion brand.

Ms. Janunya Maekwatana, Marketing Development Director for Home Care, Unilever Thai Trading Company Limited, said, "Comfort is an innovative detergent that integrates Unilever's expertise in creating and developing laundry detergent brands that have helped the company to rank number one together with Comfort's knowledge of fragrant laundry products. Unilever sees even more vibrant growth in Thailand's scented laundry detergent segment, which grew 11.8% in 2016 and was valued at 7,100 million baht. This is because more consumers are looking for scented benefits in their laundry detergent, which is why Comfort is moving to capture this growing opportunity with a new line of laundry detergents that offer an exquisite fragrance while providing deeper cleaning, to meet the increasing demands of our target consumers."

"We are targeting a well-defined set of next-generation consumers, especially women who look for and care more about a laundry detergent that offers cleaning efficiency plus a luxurious fragrance. These women are searching for the product that best meets their needs, as shown by a survey that revealed the ultimate aspiration of women is achieving luxury beauty. For them, putting on scented and clean clothes reflects their true beauty from within and makes them feel comfortable in their own skin. This is why we believe the launch of Comfort's latest detergent product is in the right place at the right time, and perfectly meets consumers' needs," she said.

Comfort's latest laundry detergents are highly-scented, concentrated 'Comfort Dazzling Enchantment' (purple) and 'Comfort Glowing Darling' (pink). Both were created exclusively for Thai consumers to offer the ultimate experience in cleaning clothes with maximum cleaning efficiency and a luxurious fragrance from France. Comfort's uniquely-scented laundry detergent is a collaboration with internationally-acclaimed French perfumer Johanna Monange, who flew from France to join the Comfort launch party and share the story behind her brand-specific fragrance creation that is impressing consumers globally. Ms. Chalida Kunalai, an acclaimed fragrance designer and perfume guru, also joined the launch party.

Comfort laundry detergents comes in both powder and liquid formats with sophisticated, eye-catching packaging. Maximizing cleansing efficiency by using advanced technology that offers deeper cleaning, Comfort detergents are totally water soluble with the scent of French perfume that is a product hallmark. The "Dual End Cap" technology used in Comfort's powder detergent formula for the first time provides intense amount of fragrance to help keep clothing scented by releasing freshness and a pleasant fragrance while they are being worn.

For its marketing promotion activities, Comfort aims to build awareness of the new product to support its ambition to rank number one in the fragrant laundry detergent segment within one year following the launch. To achieve this, strategic communications activities will focus on supporting various lifestyles of new-generation women who show a strong interest in fashion, beauty, and luxury, which are compatible with freshness and cleanliness.

Promotional activities include:

1) Comfort X Poem: Comfort, in collaboration with the famous fashion brand "Poem" will unveil a new collection that is a tribute to new-generation women at the "Comfort – Laundry Perfume Lounge" event. Comfort presenter Praya 'Pu' Lundberg and a lineup of models from The Face Thailand will walk the runway to show off a collection inspired by Comfort detergent. Fashionable scarves specially designed for the event are being offered to consumers who buy Comfort detergent via online channels. This reflects new-generation women's purchasing behavior, as they tend to shop online for consumer products.

2) Virtual Reality Experience: For the first time, a Virtual Reality (VR) experience is being used in modern trade marketing to provide customers with a virtual experience of cleaning clothes with a laundry detergent that offers a distinctively French fragrance. The VR experience, which kicked off on May 4, 2018, demonstrates the tremendous value of the fragrance to consumers nationwide.

Comfort will also continue to enhance product awareness and stimulate product trials among consumers nationwide through comprehensive promotional activities. This includes a grand launch party at Central World in Bangkok with a luxury laundry lounge featuring the French fragrance that offers a premium laundry experience. At the event, Comfort will officially introduce actress and model Praya 'Pu' Lundberg, its first brand ambassador. Comfort will also release a new TV commercial and conduct activities including distributing over one million samples, an integrated digital campaign to share user stories and experiences on Comfort's digital platforms, and connect with consumers through Key Opinion Leaders online.

Comfort detergent is available in liquid format from 5 baht/35 ml to 175 baht/1,500 ml, and in powder format from 10 baht/75 grams to 235 baht/2,400 grams, in stores and shopping centers nationwide as well as through e-commerce channels. For further details, visit Facebook: Comfort Zone Thailand; YouTube: Comfort Zone Thailand; and Line: Mae Baan Mue Pro.


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