Comfort has introduced a series of product innovations to strengthen its position in the Global Fabric Conditioner category, which is now priced at € 11.4 billion and more than 10% annually. The updated strategy of the brand focuses on two areas of high development: Long -lasting scent distribution and yoga for sensitive skin.
Innovation in Scent and Formulation
A key development is the launch of Comfort’s Scent Booster Elixir. Unlike traditional scent beads that are added to the drum and often lose fragrance early in the wash cycle, the Elixir is designed for the rinse cycle. This ensures that the cloth remains more scent after washing, the scent deals with a known challenge in storage. The Khushboo Booster section itself is estimated to increase from € 1.9 billion to € 3 billion in 2023 to € 3 billion by 2028.
Comfort is also targeting the growing demand for fabric conditioners suitable for sensitive skin. Its reassessed clean reach is designed for users who want both soft formula and premium scent experience. Only in the UK exceeded ‘Komal’ category 28% between 2021 and 2023, which increased to € 94 million to € 120 million. The new comfort is adapted to short and cold wash bikes, which is now used weekly by 80% of consumers in large global markets.
The company’s change strategy aims to understand the user base and increase product penetration in mature and emerging markets. Comfort is distributed to capture the shares in the most active parts of the market, by adjusting the product design with the wash habits and the needs of care.