Unilever has announced a new exclusive partnership between laundry power brands Dirt Is Good (Persil) and Comfort, and leading consumer technology and home appliances manufacturer Samsung UK. The collaboration combines Unilever's powerful cleaning and fabric care chemistry with the technology and cutting-edge AI capabilities of Samsung Bespoke AI washing machines.
Changing work and lifestyle habits are driving a major shift in how we think about and do laundry. Consumers are looking for more efficient and personalized care in their laundry routines to save time, energy, money and extend the life of their clothes.
As a result, Samsung and Unilever will combine future learnings and insights for a complete end-to-end view of the new “laundry lifestyle”. This will be fed into dedicated R&D teams to harness the rapid evolution of technologies from both sectors to drive growth and innovation in the category. Both brands will explore how technologies from both sectors can be combined to deliver a fully connected laundry experience, and how AI and smart technology can make laundry more convenient, simple and customized for modern living and laundry needs.
Innovation, testing and development will be supported by Samsung’s award-winning best washing machines and model new appliance technologies with Persil and Comfort performance to deliver an unparalleled consumer experience.
Eduardo Campanella, Group President, Home Care, Unilever, said: “Until now, washing machines and laundry products have been developed separately, but our partnership with Samsung will enable us to co-create the future of laundry with greater speed and agility than ever before. Combining changing consumer laundry habits with in-home technology trends, we will be able to create smarter ways to wash that fit today's busy lifestyles.”
Dan Barfield, vice president of digital appliances at Samsung UK and Ireland, said: “This collaboration is a natural fit for both companies as they are leading brands in their respective sectors. When it comes to laundry, machines, washing and fabric care are all on the same topic. Working with Unilever's laundry brand, we aim to lead the way in mapping and creating the most advanced and intelligent laundry products ever.”
Consumer laundry demands are changing, with data showing that around 80% of consumers are now taking advantage of the short wash cycle feature that most washing machines offer. Not only that, but the dirt and stains we wash in with the clothes we wear are also changing. Our wardrobes are increasingly made from synthetic fibres that are more susceptible to odours, and everyday grease, grime and odours are often invisible. Persil's latest innovation, Persil Wonder Wash, was specially developed and launched in response to this insight.
AI Wash in Samsung washing machines senses the weight of fabric and how dirty it is to adjust water, detergent, soak time and cycle time, while AI Energy Mode helps consumers reduce energy usage by up to 70%, while remote management through the SmartThings app adds convenience and saves time.
The collaboration will be brought to life through a range of marketing channels including retail, product placement, social media, CRM, exclusive rewards, competitions and offers to customers in-store and online. The activity will initially launch in the UK and Ireland, where consumers will receive up to six months of free Persil detergent with the purchase of a Samsung 11kg EcoBubble™ washing machine until January 2025. The partnership is expected to be rolled out to other European markets in the coming months.