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
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