Henkel doubling production of Purex Complete crystals softener to meet consumer demand

SCOTTSDALE, Ariz. — Consumer demand has prompted Henkel to double production for one of its Purex products.

The company, which introduced the Purex Complete Crystals softener earlier this year, said that its plants have operated at full capacity since the launch of the in-wash fabric softener to keep up with the unprecedented demand.

To mitigate the number of product shortages until August, Henkel announced that it would suspend production of Purex Complete Crystals softener's Tropical Splash variety, which is 1-of-3 scents the brand produces.

Thanks to its latest innovation, Henkel reported that it already posted sales of nearly $20 million, despite experiencing a three-year decline in the fabric softener category before 2011.

Eric Schwartz, VP marketing for Henkel North America's laundry care business, said that as consumer demand drove beyond the planned rate of production, the company chose to increase production accordingly. "The shortage is only temporary, but in the meantime, we're working nonstop to provide retailers and consumers with the resources necessary to help them during this shortfall of inventory," Schwartz said.

Henkel also has launched a mobile application, the CrystalsFinder mobile app, which helps consumers identify stores that currently are selling the Purex Complete Crystals softener. The service is available at CrystalsFinder.com.