Unilever Home Care power brands Dirt Is Good (Persil) and Comfort are partnering with world-leading consumer technology and domestic appliance company Samsung. Read how, together, we plan to transform the future of home laundry and deliver unmissably superior products.
Exciting changes are happening in the world of laundry. Shifts in consumer habits and behaviours mean that needs have evolved. Today, it’s about shorter and more sustainable wash cycles, new types of fabric and different kinds of stain. And what was once seen as a chore now has more emotional engagement than ever before.
At the same time, both laundry chemistry and machine technology are evolving at an unprecedented pace, thanks to developments in AI and robotics.
What’s more, until now, laundry detergents, fabric enhancers and washing machines have been developed pretty much in isolation from one another.
In order to create a more seamless and sustainable laundry experience for consumers, all this needs to come together. Which is why Dirt Is Good brand (OMO, Persil, Surf Excel, Breeze, Ala, Skip, Rinso) and Comfort are partnering with world-leading machine manufacturer Samsung to begin to co-create a new ‘laundry lifestyle’.
This partnership with Samsung will see us co-create the future of laundry with more speed and agility than ever before.
Eduardo Campanella, Business Group President, Unilever Home Care
The potential for huge growth opportunities
This strategic partnership is an example of Unilever’s Growth Action Plan, where we’re focusing investment on bringing bigger and better innovations to deliver unmissable superiority.
The aim is to combine future learnings and insights for a fully end-to-end view of the new ‘laundry lifestyle’. This will empower R&D teams to harness the rapid evolution of technology in both the laundry and consumer technology sectors to drive category growth and innovation.
Together, Dirt Is Good, Comfort and Samsung will explore how to deliver a fully connected laundry experience combining technology from both sectors, unlocking insights into how AI and smart technologies could make laundry more convenient, simpler and tailored to modern-day living and laundry needs.
Eduardo Campanella, Business Group President, Unilever Home Care, says: “Up until now, washing machines and laundry products have been developed in isolation but this partnership with Samsung will see us co-create the future of laundry with more speed and agility than ever before. We’ll be able to combine changing consumer behaviours with in-home technology trends, creating a smarter approach to laundry that suits today’s busy lifestyles.”
Short cycle represents the fastest-growing value driver in the laundry category. It has the potential to grow the category incrementally by 21% year on year and is expected to be worth up to €2 billion by 2026.
A glimpse of things to come
Persil’s Wonder Wash was tested using top-of-the-range Samsung bespoke AI washing machines at our Port Sunlight R&D hub, the home of Unilever laundry innovation. This technology-packed product is specifically designed for 15-minute cold cycles, which are used increasingly – helping consumers save up to 30% water consumption and up to 60% energy use compared to longer wash cycles.
Earlier this year, Samsung created a new app feature that allows users to scan detergent barcodes so that they know the right amount of detergent for a wash cycle. This saves time and product, which means the laundry cycle is more efficient and sustainable. Unilever provided access to the relevant laundry liquids data – from Dirt Is Good and Comfort – to help Samsung build a stronger database and a more convenient experience for consumers.
“We know laundry isn’t always a topic that gets people talking, so this partnership creates new opportunities for us to speak directly to savvy shoppers who are looking to do their laundry in a smarter way,” says Tati Lindenberg, VP of Marketing at Dirt Is Good.
“In addition to combining our laundry insights and expertise, the collaboration will involve new innovation and cross-channel activations to engage consumers in what is often viewed as a household chore.”
Technology in the home is driving the laundry category
At the top end of the market, washing machines are getting smarter. 90% have short cycles and now routinely include 15-minute cold washes. There has also been a rapid increase in the inclusion of auto-dosing features.
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