Comfort’s new Ultimate Care in 100% recycle-ready bottles

04 / 08 / 2021

By Marwa Nassar - -

Comfort’s new Ultimate Care range is kinder not only on clothes but also on the planet thanks to its new biodegradable pro-fiber technology. With 100% recycle-ready bottles with ultra-concentrated formulas that require less plastic per product and fewer trucks for transport, the range is also supporting Unilever’s Clean Future commitments.

In the UK, for example, the ultra-concentrated 15ml dose has 36% less plastic than the regular concentrated version at 35ml a dose.

Reinforcing Comfort’s position as a clothes care expert, the new range will be supported by advertising campaigns highlighting the difference fabric conditioner can make on how long clothes last, which is great news for the planet, and for all those irreplaceable favorite clothes we want to wear forever.

Fabric conditioners have long been used to keep clothes fragrant and soft. But now Comfort’s new Ultimate Care range can also keep clothes looking good for longer by smoothing and protecting clothing fibers and reducing friction during the wash process, while preventing color-fading and ensuring long-lasting fragrance.

Ultimate Care is Comfort’s most advanced range yet, with new industry-leading technology, borrowed from the hair care sector, where it more often features in shampoos and conditioners, and used for the first time in one of our laundry brands.

The pro-fiber technology – created from wheat protein – reduces the friction that occurs during washing that can lead to color and shape loss. But that is just the beginning. The new technology also protects clothes from bobbling and pilling, print cracking and textural damage.

With new pro-fiber polymers that are 60 times larger than the softeners used in regular fabric conditioners, Comfort’s Ultimate Care formulations help maintain the strength and elasticity of garments as well as providing great feel on clothes.

“There are many similarities between hair fibers and fabric fibers. Just as conditioner protects hair, fabric conditioner helps to keep clothes vibrant and strong, which in turn enhances their longevity,” says Marina Risi, Global Brand Vice President, Comfort.

“By helping our consumers keep their clothes looking newer for longer, we are reducing the need to buy more. In other words, we are helping to lower our consumers’ environmental footprint by extending the lives of their clothes.”