A new dimension in fragrance for laundry detergent

A new dimension in fragrance for laundry detergent

The latest innovation insight from Gama Compass™

MANCHESTER – 26th September 2014:  Laundry detergent and fine fragrance collide in a new high-concept launch from The Deli Garage in Europe – L’Eaundry Fragrance Laundry Detergent.

With its minimalist but stylish bottle design, and fragrances “pour homme” and “pour femme”, L’Eaundry Fragrance Laundry Detergent is more high-end toiletry than  household product. Priced at €79 (over $100) per bottle, it comes as a ‘male fragrance’ featuring "the mystic scent of pure alibanum" and a ‘female fragrance’ with “the sunny scent of ripe green figs”.

L’Eaundry Fragrance Laundry Detergent is not shy in drawing links to other premium goods. Asking “What's the point of buying great clothes if you treat them like old rags?”, the it makes a direct connection to the world of designer fashion. And by suggesting that much-loved clothes might also like to “relax in a hot bath after a long day”, it highlights L’Eaundry’s similarity to premium bath soap.

The L’Eaundry concept, while perhaps tongue-in-cheek, suggests new opportunities for both the lower and higher ends  of the market. Mass-market laundry care brands could look to develop more sophisticated scents, borrowing from the language of fine fragrance. For their part, fine fragrance producers could begin to explore the possibilities of scent outside of conventional toiletry categories, expanding their brands into new sectors such as laundry care.

Image source: Deli Garage


Notes to editors

 Gama Compass™ is the world’s most detailed source of new product information.

–        Explore new and innovative products from across the globe

–        Unlock insight and discover the trends shaping your market.

Cesar Pereira, founder & CEO of Gama, is available for comment. To arrange an interview please contact +44 161 818 8700 or info@gamaconsumer.com.

About Gama

Gama is a global provider of information and insight that specialises in fast moving consumer goods (FMCG) product innovation. With a wealth of experience in business information and a network of over 100 in-country experts in 46 key markets, we offer high-quality news, research and analysis that give our clients a compelling insight into their industry.



– ENDS –