- Comfort is upgrading its Core and Creations fabric conditioner ranges with enhanced fragrance performance and long-lasting freshness
- The brand’s premium Ultimate Care range has also been relaunched as Comfort Fresh & Protect
- Comfort’s Scent Booster Elixir collection introduces new Core fragrances to complement Comfort’s Core Fabric Conditioner range
Unilever’s fabric conditioner brand Comfort is relaunching three key product ranges and expanding its Scent Booster Elixir collection to deliver a Next Level Fresh laundry experience.
The relaunch will bring improved fragrance technology to Comfort’s Core and Creations ranges that is designed to deliver fragrance at all stages of the wash, making it better suited to modern wash loads. The products also feature new pack designs to boost standout on shelf, with clearer differentiation between the ranges to ensure shoppers can easily find the right product to suit their needs.
In addition, Comfort’s Ultimate Care range has been transformed into Comfort Fresh & Protect. The updated range provides improved fabric care performance with more pro-fibre technology, catering to those looking for a premium fabric conditioner offering.
Rooted in consumer insight and trends, Comfort’s latest innovation is designed to meet the growing demand for products that deliver exceptional freshness for longer. Freshness remains the fastest-growing benefit space in the laundry category, and Comfort’s innovative formulations aim to set a new standard in fabric care while driving growth for the category.
Complementing this relaunch is the expansion of Comfort’s Scent Booster Elixir range, introducing three new fragrances to the collection: Blue Skies, Sunshiny Days and Tropical Lily. The new fragrances match Comfort’s Core fabric conditioner range, with the Tropical Lily fragrance matching perfectly with Surf’s fabric cleaner as well. This provides retailers with an opportunity to drive incremental sales through regime with these complementary products. The expansion builds upon the successful launch of the Comfort Botanicals Scent Booster Elixir, which has achieved five per cent household penetration since launching in 2024.
The liquid formulation of Comfort’s Scent Booster Elixir range marks a breakthrough in the market by addressing a key consumer pain point: residue left on clothes. Unlike traditional scent boosters, this innovative bead-infused formula is effective even in cold and short cycles, while delivering long-lasting, multi-sensorial freshness.
With the scent booster segment growing by 26 per cent, the Scent Booster Elixir expansion is well-positioned to help retailers broaden their fabric care offerings and attract new shoppers.
“Comfort has always been synonymous with quality and innovation in fabric care,” said Nathan Palmer, Marketing Director Home Care UK & Ireland at Unilever. “Building on a strong year for the brand, our latest product enhancements and Scent Booster Elixir expansion represent a significant step forward.
“By tapping into the consumer demand for longer-lasting freshness and addressing key gaps in the market, we’re delivering products that elevate everyday laundry routines while driving growth in the category.”
To support the launch, Comfort is investing £7.6m in an extensive marketing campaign across TV, OOH, BVOD, social media, shopper marketing, in-store executions and sampling. The campaign is bolstered by variations of the tagline Next Level Fresh to emphasise the freshness benefit across Comfort’s product ranges. These activations aim to drive awareness and trial among consumers while reinforcing Comfort’s position as a leader in fabric care innovation.
The Comfort relaunch and Scent Booster Elixir expansion are available in grocery, convenience and discounter channels now.
Comfort relaunch (Core, Pure, Creations and Fresh & Protect):
- Comfort Fresh Blue Skies – 930ml, £2.00
- Comfort Fresh Blue Skies – 1440ml, £3.00
- Comfort Fresh Blue Skies – 1560ml, £3.75
- Comfort Fresh Blue Skies – 2400ml, £4.75
- Comfort Fresh Blue Skies – 3000ml, £5.00
- Comfort Fresh Blue Skies – 4800ml, £8.00
- Comfort Fresh Sunshiny Days – 930ml, £2.00
- Comfort Fresh Sunshiny Days – 1440ml, £3.00
- Comfort Fresh Sunshiny Days – 1560ml, £3.75
- Comfort Fresh Sunshiny Days – 2400ml, £4.75
- Comfort Fresh Sunshiny Days – 3000ml, £5.00
- Comfort Fresh Sunshiny Days – 4800ml, £8.00
- Comfort Fresh Spring Blossom – 930ml, £2.00
- Comfort Fresh Spring Blossom – 1440ml, £3.00
- Comfort Fresh Spring Blossom – 2400ml, £4.75
- Comfort Fresh Spring Blossom – 3000ml, £5.00
- Comfort Perfume Creations Tropical Lily – 780ml, £1.85
- Comfort Perfume Creations Tropical Lily – 900ml, £2.50
- Comfort Perfume Creations Tropical Lily – 1350ml, £2.89
- Comfort Perfume Creations Tropical Lily – 1440ml, £3.75
- Comfort Perfume Creations Waterlily and Lime – 900ml, £2.50
- Comfort Perfume Creations Waterlily and Lime – 1350ml, £2.89
- Comfort Perfume Creations Waterlily and Lime – 1440ml, £3.75
- Comfort Perfume Creations Honeysuckle and Sandalwood – 780ml, £1.85
- Comfort Perfume Creations Honeysuckle and Sandalwood – 900ml, £2.50
- Comfort Perfume Creations Honeysuckle and Sandalwood – 1350ml, £2.89
- Comfort Perfume Creations Honeysuckle and Sandalwood – 1440ml, £3.75
- Comfort Perfume Creations Strawberry and Lily – 900ml, £2.50
- Comfort Perfume Creations Strawberry and Lily – 1350ml, £2.89
- Comfort Perfume Creations Strawberry and Lily – 1440ml, £3.75
- Comfort Perfume Creations Passion Bloom – 780ml, £1.85
- Comfort Perfume Creations Passion Bloom – 900ml, £2.50
- Comfort Perfume Creations Passion Bloom – 1350ml, £2.89
- Comfort Perfume Creations Passion Bloom – 1440ml, £3.75
- Comfort Perfume Creations Apple Blossom – 780ml, £1.85
- Comfort Perfume Creations Apple Blossom – 900ml, £2.50
- Comfort Perfume Creations Apple Blossom – 1350ml, £2.89
- Comfort Perfume Creations Apple Blossom – 1440ml, £3.75
- Comfort Perfume Creations Peony & Rose – 900ml, £2.50
- Comfort Perfume Creations Peony & Rose – 1350ml, £2.89
- Comfort Perfume Creations Peony & Rose – 1440ml, £3.75
- Comfort Fresh & Protect Heavenly Nectar – 870ml, £4.00
- Comfort Fresh & Protect Heavenly Nectar – 1170ml, £4.00
- Comfort Fresh & Protect Fresh Sky – 870ml, £4.00
- Comfort Fresh & Protect Fresh Sky – 1170ml, £4.00
- Comfort Fresh & Protect Fuchsia Passion – 870ml, £4.00
- Comfort Fresh & Protect Fuchsia Passion – 1170ml, £4.00
- Comfort Fresh & Protect Coco Fantasy – 870ml, £4.00
- Comfort Fresh & Protect Coco Fantasy – 1170ml, £4.00
- Comfort Pure Gently Fresh – 930ml, £2.00
- Comfort Pure Gently Fresh – 1440ml, £3.00
- Comfort Pure Gently Fresh – 1560ml, £3.75
- Comfort Pure Gently Fresh – 2400ml, £4.75
- Comfort Pure Gently Fresh – 3000ml, £5.00
- Comfort Pure Gently Fresh – 4800ml, £8.00
- Comfort Pure Dreams Cotton Fresh – 900ml, £2.50
- Comfort Pure Dreams Cotton Fresh – 1350ml, £2.89
- Comfort Pure Dreams Cotton Fresh – 1440ml, £3.75
- Comfort Pure Dreams Cashmere Soft – 900ml, £2.50
- Comfort Pure Dreams Cashmere Soft – 1350ml, £2.89
- Comfort Pure Dreams Cashmere Soft – 1440ml, £3.75
- Comfort Pure Ultimate Fresh & Mild – 870ml, £4.00
Comfort Scent Booster Elixir expansion:
- Comfort Scent Booster Elixir Blue Skies – 342ml, £3.00
- Comfort Scent Booster Elixir Blue Skies – 460ml, £6.00
- Comfort Scent Booster Elixir Sunshiny Days – 342ml, £3.00
- Comfort Scent Booster Elixir Sunshiny Days – 460ml, £6.00
- Comfort Scent Booster Elixir Tropical Lily – 342ml, £3.00
- Comfort Scent Booster Elixir Tropical Lily – 460ml, £6.00
- Comfort Scent Booster Elixir Gently Fresh – 342ml, £3.00
- Comfort Scent Booster Elixir Gently Fresh – 460ml, £6.00
- Comfort Scent Booster Elixir Heaven Scent – 342ml, £3.00
- Comfort Scent Booster Elixir Heaven Scent – 460ml, £6.00
