Brazil: Unilever launches Omo branded launderette service

FMCG multinational Unilever is expanding further into laundry services with the launch of an online launderette platform in Brazil under its Omo detergent brand.

Named Omo Express, the new service is promoted with the tagline "The best way to do your laundry? Don't do it" and offers a "professional" online launderette service including pickup and delivery. Initially operating in the greater Sao Paulo area only, Omo Express offers packages including Office, for the laundering of 10 work shirts per month, priced at 79.90 BRL ($23.15); Light, for up to 15kg of laundry, priced at 195 BRL ($56) per month; and Family, for up to 40kg  of laundry, priced at 460 BRL ($133) per month. Customers can also tailor their package, such as by adjusting the amount of laundry to be collected and saying whether or not garments should be folded, ironed or washed.

Other benefits of the system cited by Unilever include collection twice per week, safe and secure payments, and the monitoring of garments online.

Commenting on the move,  Omo marketing director Thais Hagge said: "This is another initiative from Omo that will allow us to get closer to our customers and respond to their needs. Nowadays there is a segment of the population that no longer has time to spare to take care of their laundry themselves".

The launch of Omo Express follows previous forays by Unilever into online launderette services, such as its UK tie up with dry-cleaning start-up ZipJet.

Source: Giro News / Unilever