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Natural ingredients emerge among new global leaders in the fabric softener arena
Long-lasting fragrance continues to serve as a key driver within the global fabric softener and conditioner category. The scent of fresh laundry has evolved steadily as companies continue to introduce fabric products that move beyond the “just washed” scent to capture more fragrance experiences. According to Mintel Global New Products Database (GNPD), natural botanical fragrances have raised their profile within the category.
There was a significant increase in the number of new products that were promoted as having herbal and botanical ingredients or fragrances. In products introduced globally, this was the most popular positioning claim overall in the first quarter of 2007. Essential oils have increased their popularity among other household categories, and this positioning has carried over strongly into the fabric softener arena. These essential oils not only provide a new scent experience, but they are also setting the stage for premium positioning within the category.
Popular herbal ingredients and fragrances that have surfaced within the category include lavender, jasmine, jojoba, bergamot, lemongrass, peony, mint and chamomile. In Poland, PZ Cussons released concentrated fabric conditioner under the E Naturals brand. The conditioner comes in a new range that features mint and chamomile extracts. The Red Grapefruit and Cactus fragrance variant is also available.
Fabric softener companies are also using essential oil positioning to elevate more intimate connectivity. Persan has released San Concentrated Fabric Conditioner, with lavender and chamomile scent. The product, launched in Spain, claims to have relaxing properties that can help provide a calmer sleep. Colgate-Palmolive has also debuted its aromatherapy fabric conditioner in Singapore. It features essential oils of lavender and ylang ylang, and claims to soften and fragrance laundry while awakening the senses. The range also includes a variety that features essential oils of orange and bergamot.