Surf brings ‘joy’ to the laundry aisles with brand relaunch

Surf, the number one fragrance laundry detergent brand[1], is relaunching its liquid and capsule detergents with new and improved ‘joy infused’ fragrances, made with essential oils that are designed to be mood boosting, and sensorial pack designs.

Whilst current fragrance-led detergent propositions focus on fragrance during the washing process,

Surf’s new range delivers ‘joy infused’ fragrance from the moment the bottle is opened, to the opening of the washing machine, the drying process and for up to 12 hours whilst clothes are being worn.

The revamped range taps into the ‘Joy Economy’ which is growing at +65% within the fabric care category. Consumers are seeking products that go beyond traditional laundry benefits such as fragrance and care[2], and that instead offer mood enhancement. With 75% of human emotions generated by smell, the new Surf range aims to elevate the ‘in-wear’ experience.

With the fragrance segment of the laundry category being one of the fastest growing benefit spaces in the last year +5.3%[3], Surf is best placed to accelerate that growth with its new ‘joy infused’ fragrance range.

The new Surf detergent capsules will now be available in recyclable carboard packaging to align with the brand’s commitment to tackle plastic waste as part of Unilever’s Clean Future Strategy.

Surf is adding joy into mundane daily tasks by supporting the relaunch with a £7m media value ATL campaign launching in September across the UK. The campaign will focus on a ‘social-first’ approach to resonate and engage with consumers in a new & joyful way for the Surf brand.

The new Surf Joy-Infused Capsule Detergents are rolling out now in Tesco, Asda & Sainsburys and will be available across all other grocery and convenience channels from mid-September.  Surf Joy-Infused Liquid Detergents will be available in grocery and convenience channels from September.