The latest innovation insight from Gama Compass™
MANCHESTER – 20th August 2015: This week Gama takes a look at a new effort to innovate with fragrance in the soap market through the launch of a product that marries the aspirational appeal of premium perfumery with the durability of scent release technology – Caress Forever Body Wash.
Touted as “the world’s first body wash with Fragrance Touch Technology”, Caress Forever Body Wash, which is new a brand line in the US, sees consumer goods giant Unilever further its efforts to tempt consumers through increasingly intense and luxurious fragrance. According to the company, Caress Forever features “the breakthrough technology of Fragrance Release Pearls [that] releases bursts of perfume with every touch of your skin” and “delivers long-lasting, unforgettable, fine fragrance for up to 12 hours”, obviating the need, in principle, for the consumer to use a separate fragrance product as part of their morning beauty routine.
Aside from the longevity benefits of “fragrance pearls”, Caress Forever Body Wash evokes the world of fine perfume. Promoted as being a “collection” crafted by a “master perfumer”, the line’s fragrances are described in elaborate detail, including top, heart and base notes: the Love Forever variety said to feature “rich floriental sweetness blended with lush dark berries and the freshly picked Scarlet Red Rose” and Adore Forever described as an “irresistibly romantic fragrance with touches of melting honey, vanilla and the freshly picked Angel Face Rose”.
With its combination of scent release technology and the aspirational appeal of fine perfumes, Caress Forever Body Wash is seeking to redefine perceptions of fragrance in mass market personal care. By applying lessons learnt from laundry care innovation – such as its Comfort fabric softener brand in the UK – Unilever will hope to leverage the potential of long-lasting, premium fragrance to become a key differentiator in the competitive soap and shower gel space.
Image source: Unilever
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