Crystal clear

Purex Complete Crystals Softener from Henkel offers a purer way to get laundry that smells clean and fresh for weeks, according to company officials. They note that the product is 92% natural and that its unique crystal form works differently than traditional oil-based softeners that coat fabrics with oily residue, because it infuses fibers with long-lasting fragrance. In addition, since the product is added directly with the laundry, there is no more waiting for the rinse cycle, no messy residual gunk in the washing machine and no more stains from spilling liquid fabric softener, they note.

The product is available in three fragrances: fresh spring waters, lavender blossom and tropical splash. It has a suggested retail price range from $3.99 to $5.99.

I think there are three reasons why retailers should consider this product, says Stephen Koven, the senior brand manager for Scottsdale, Ariz.-based Henkel. First, it will attract new users. Second, current liquid softeners cannot be used on all products and this can. Third, with price points 20% to 30% higher than [other popular brands], this is a trade-up that can result in more profits for retailers.

Koven notes that Henkel will be the first CPG manufacturer to bring LCD screens to the center of the laundry aisle (rather than to an end-cap).

These LCDs will play the World of Crystals advertisement on demand to break-up auto-pilot shopping trips down the aisle and educate consumers about the products crystal form, fragrance, and its natural composition.

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