Transforming Comfort to meet the evolving needs of consumers

In 1969, Comfort made history by launching the world’s first fabric conditioner. It was developed as a softener to make clothes more comfortable to wear, counteracting the harsh laundry soaps of the day which could leave them feeling stiff and scratchy.

Over the years, the brand has continually innovated to maintain its leadership position, introducing other benefits such as prolonging the life of fabrics, helping retain shape, and preventing fading and bobbling.

With long-lasting fragrances always at the core of the brand’s appeal, it’s now taking things to another level.

Comfort has undergone a significant transformation with a modern approach that resonates with today’s consumers who increasingly want products that offer ‘next level’ fragrance experience as well as specific benefits such as formulations suitable for sensitive skin.

By offering superior products centred on fragrance, distinctive experiences and new formats, Comfort is set up to drive penetration among fabric conditioner users, ensuring it remains a leading brand in the market.

“By continuously evolving to meet market needs and driving desire, Comfort is reasserting its relevance and leadership,” says Alper Capar, Global Marketing VP, Fabric Enhancers & Fragrance. “This latest transformation not only addresses previously unmet consumer needs but also reinvigorates the brand, ensuring it’s well positioned for future growth.”

Huge potential

Insights show that shoppers are looking for more sensorial experiences when it comes to fabric conditioners, with fragrances that are sophisticated, authentic and nature-inspired.

Fabric conditioners is the second fastest-growing segment in laundry. The global category size is estimated to be €11.4 billion and it’s growing at over 10%.^[a] ‘Sensorials & Lifestyle’ – essentially, enhanced fragrance experiences – is the main category value driver, projected to be an €850 million opportunity.^[b]

Within the overall market, there are specific product segments. Scent boosters is an example. These are typically tiny beads placed in the washing machine drum that add even more fragrance to laundry.

However, an issue with beads used in this way is that they must survive the entire wash cycle before doing their job of depositing fragrance. This invariably means some of the fragrance compounds and benefits end up getting washed away.

Comfort’s Scent Booster Elixir range – launched last year – overcomes this problem. It was designed specifically to be put in the dispensing drawer, meaning it gets dosed in the final rinse cycle, ensuring more fragrance is deposited on the clothes.

This innovation taps into the largest and fastest-growing segment of the fabric enhancer market, predicted to be worth €3 billion by 2028, up from €1.9 billion in 2023.^[c]

Designing for the rapidly growing sensitive market

Comfort’s repositioning aims to reach multiple target audiences with its products. For instance, it has relaunched its Pure range, aimed at consumers looking for a premium sensorial experience in products designed for sensitive skin.

The ‘gentle’ market is growing rapidly. In the UK, it’s the second-biggest segment of the category, and grew at over 28% between 2021 and 2023, from €94 million to €120 million.

Comfort’s new ranges are also designed to be effective in short and cold laundry cycles. This is important as around 80% of consumers in our key global markets use the quick wash setting on their machines at least once a week.

Alper says: “Addressing consumers’ changing needs and wants – such as added fragrance, sensitive and speed – with products that deliver ‘next level’ fragrance experience will help drive penetration and re-appraisal in the overall market, which is huge.”