Henkel launches Dylon Detergent, a game-changing colour and care detergent, into the UK & Ireland this September

• The name behind household laundry brands including Colour Catcher and Dylon Dyes is launching a premium laundry detergent in the UK and Ireland
• Triple Renew Patent Pending Formula: Cleans gently, revitalises colours, renews fibres and freshness
• Clothes renewed after just ten washes
• Sustainability is at the core of the product, with a balanced footprint that boasts zero production?waste from plant to landfill

Henkel – the laundry & homecare category leader in Europe – is launching a new, premium colour and care detergent into the UK and Irish market this September.

Launching on 18^th September in Tesco with an RRP of £7 for 30 washes, Dylon will also be available in other major retailers over the coming months.

The scientifically tested formula renews clothes in just ten washes, so clothes will look like new again, restoring colours, removing ‘bobbles’ and smoothing fibres – allowing consumers to get a longer lifespan from their clothes with renewed freshness. With sustainability at the front of people’s minds today, and 60% of clothes only needing a light wash¹, Dylon Detergent offers a gentle clean for your light washing needs, that feels just as fresh. This is achieved through a patent-pending formulation which combines the use of mild surfactants with its ‘renew’ technology.

With sustainability at the core of the product, the new Dylon Detergent formula is based on more than 95 per cent biodegradable ingredients, ensuring ideal care for clothing, as well as repairing damage that has occurred over time. It is also coming with a balanced footprint that boasts zero production?waste from plant to landfill, produced with 100% renewable energy, and the bottles are made of 50% recycled plastic.

Whilst this one-of-a-kind formula is brand new to the UK and Irish market, the detergent has already been changing the laundry game across Europe, under the different brand names of Perwoll, Perlana, Perlan, Mir, Persil and Laska. The brand is top 3 category lead in 32 markets and has been encouraging consumers to #RethinkNew for 75 years.

Tim Petzinna, FMCG General Manager UK & Ireland at Henkel said: “For Henkel, the entrance into the UK and Irish detergent category is a major strategic step. Henkel is market leading in many continental European markets, but so far, we were not present with detergents in UK and Ireland. We consider this market as highly attractive with huge growth potential. We are willing to make substantial investments in order to establish an innovative, consumer relevant brand!”

Nikki Vadera, FMCG Marketing & Digital Director at Henkel said: “At Henkel, we’re excited about expanding our laundry portfolio with the launch of this game-changing unique product in the UK & Ireland. Not only does the product’s formula boast never before seen technology in the UK and Ireland, it is also a premium laundry detergent option for those that want to look after their clothes and their skin in a gentle way. We will disrupt the laundry category and challenge the fashion conscious who are also interested in sustainability to #RethinkNew.”

The product launch will be supported by an impactful integrated marketing campaign in Q4 2024 alone, including ATL support on TV, BVOD and YouTube. There will also be a full shopper marketing plan, which excitingly sees Dylon Detergent partnering with a celebrity ambassador for the launch, with further details to be shared next month.

Dylon Detergent is available for four different washing needs: Colour, Dark, Blossom & Sport:

• Dylon Detergent – Colour: Suitable for all coloured clothes, it renews colours and fibres like never seen before. The colour variant is also available in a premium and floral scent, Blossom.
• Dylon Detergent – Dark: Suitable for all dark clothing, the dark variant is available in a premium and floral scent.
• Dylon Detergent – Sport: Suitable for all activewear, the sport variant helps to remove any unwanted malodour that tends to build up on activewear. The triple renew technology helps activewear retain its elasticity, whilst restoring breathability on the materials.