Purex Complete 3-in-1 Laundry Sheets to debut next month

NEW YORK Henkel announced that its new laundry product will hit store shelves next month.

Purex Complete 3-in-1 Laundry Sheets is slated for aisles this May. Each powerful sheet contains a load’s worth of super-concentrated detergent, softener and anti-static all-in-one product. The product, Henkel said, simplifies the laundry process, allowing people to say goodbye to bulky bottles, spills and messes. Final product testing – included going into consumers’ homes and observing how the product was used/performed – showed that 80% of those who tried it said they would purchase it and 94% of consumers stated that the product met or exceeded expectations.

This is the largest U.S. launch in the company’s history. Marketing support will include in-store promotion/education, online and shopper marketing, FSIs, traditional advertising and PR and social media.