The Coastal Oasis fragrance combines light fruit and floral notes, including pear, peach, jasmine and lily, with linen and amber. P&G
"We spent months speaking directly with sensitive skin consumers about the role fragrance plays in their laundry experience and what they would need to feel confident choosing a scented detergent," said Kimberly Romine, fabric care scientist at Procter & Gamble. "The result is a light, relaxing scent that stays true to the superior cleaning performance people trust from Tide Free & Gentle."
The new detergent pairs the cleaning performance and sensitive-skin positioning of Tide Free & Gentle with a light, dermatologist-tested fragrance, giving consumers an alternative to the traditionally fragrance-free proposition. Tide says the product was developed in response to research showing that more than 80% of sensitive-skin consumers who purchase free detergents want more scent in their laundry routines.
The launch effectively challenges a long-standing assumption in the category: that consumers seeking gentler products necessarily want to eliminate fragrance. Instead, Tide is positioning gentleness and fragrance as compatible benefits, potentially opening a middle ground between conventional scented detergents and completely fragrance-free products.
The Coastal Oasis fragrance combines light fruit and floral notes, including pear, peach, jasmine and lily, with linen and amber. Tide says both the formulation and fragrance were dermatologist-tested for sensitive skin and that the detergent is made without dyes.
Tide Fresh & Gentle with Coastal Oasis Scent launched online September 1 at Walmart.com and Target.com, with an MSRP starting at $4.99. A second Fresh & Gentle variant, White Lavender, is exclusive to Target online and will roll out to Target stores. Coastal Oasis will also be available at Publix, H-E-B and CVS.
