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Purex Crystals

From Wikipedia, the free encyclopedia

Purex Crystals are a crystal-form in-wash "fragrance booster" (and formerly a crystal-form in-wash fabric softener) manufactured by Henkel and marketed in the United States and Canada.

Former fabric softener product

Introduced in 2011,[1][2] the Purex Crystals product was the first crystal-form fabric softener sold in the United States.[3] According to an article in Good Housekeeping, the Purex Crystals fabric softener could safely be used on active wear and children's polyester sleepwear without harming flame resistance properties.[4] In January 2013, the company launched a version made specifically for babies.[5]

Fragrance booster and laundry detergent products

As of February 2022, the Purex website refers to Purex Crystals brand products as "fragrance boosters" rather than fabric softeners, as they did previously.[6]

The company also uses "Purex With Crystals" as a branding label for liquid and powdered laundry detergent.[7][8]

Marketing award

Zooka Creative, the marketing team behind the launch of the Purex Crystals fabric softener product, won a Gold Effie Award from Effie Worldwide in 2012.[9][10]

See also

References

  1. ^ Henkel (June 9, 2011). "Henkel to Double Production of Purex Complete Crystals Softener to Accommodate Runaway Consumer Demand" (Press release). Retrieved January 23, 2022 – via PR Newswire.
  2. ^ Elliott, Stuart (January 6, 2011). "Laundry Products Put Into Yet Another Form". The New York Times. Retrieved June 10, 2013.
  3. ^ "Category Captain: Soaps and Detergent: Henkel NA". Progressive Grocer. November 18, 2011. Archived from the original on July 5, 2013. Retrieved June 10, 2013.
  4. ^ Forte, Carolyn (January 17, 2011). "Purex's New Crystals Fabric Softener". Good Housekeeping. Retrieved June 10, 2013.
  5. ^ "Purex Crystals". Purex. Archived from the original on April 24, 2013. Retrieved June 10, 2013.
  6. ^ "Shop All Purex Fragrance Boosters". Retrieved February 5, 2022.
  7. ^ "Shop All Purex Liquid Laundry Detergent". Purex. February 6, 2022.
  8. ^ "Shop All Purex Powder Laundry Detergent". Purex. February 6, 2022.
  9. ^ Sankin, Aaron (May 25, 2012). "Effie Awards: Bay Area Companies Clean Up For Year's Best Advertising Campaigns". The Huffington Post. Retrieved June 10, 2013.
  10. ^ "Effie Worldwide". Effie Worldwide. Retrieved February 5, 2022.
This page was last edited on 9 August 2023, at 17:51
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