New fragrance tech: Unilever brands release eco-friendly laundry sheets to mass market

28 Jul 2023 --- Unilever brands Dirt Is Good (known as Persil in the UK) and Robijn are bringing laundry sheets to the mass market. The company describes the laundry sheets as an “ultra-convenient, sustainable format.” 

Dirt Is Good and Robijn use slow-release fragrance technology, so the products retain a more intense aroma within the fabric long after washing the clothes. Unilever developed the product in response to criticisms that its laundry sheets do not match the long-lasting scent of liquids or capsules. 

“We are ready to disrupt the market with a new format from Persil that we are confident consumers will love and which can bring incremental sales to the category,” says Eleni Koulara, marketing director at Dirt Is Good.

According to Unilever, laundry sheets are becoming increasingly popular as shoppers seek a more convenient alternative to liquids and capsules. Its research showed that people look for products that perform well but are simple. Online searches for and about laundry sheets have grown fast over the last few years – up 116% in the US and 129% in the UK.

Dirt Is Good laundry sheets are made for consumer convenience.Sustainable sheets The ultra-concentrated sheets are created from a liquid containing active ingredients, water and air which are mixed, then dried. Once the water has evaporated, a sheet of solid detergent is made highly porous by the added air content. This porous quality allows the sheet to dissolve in less than 15 seconds, leaving no residue, even at temperatures as cold as 20°C.

“We know that shoppers are looking for new laundry alternatives that can provide high-quality cleaning results and beautiful fragrances while being sustainable. With Dirt Is Good’s reputation for product superiority and innovation, we’re in a prime position to deliver what they need,” explains Koulara. 

Using laundry sheets prevents the user from putting in too much or too little detergent. Each sheet delivers the correct detergent dose, avoiding waste through over-dosage. A sheet can be halved (they are perforated down the middle) for lighter loads, or a second sheet can be used for larger or more soiled laundry.

The sheets have been formulated with biodegradable ingredients, with their main active ingredient being plant-based. The product is packaged in a recyclable, paper-based box which is compact and lightweight. On average, Unilever notes its box is 80% lighter than other formats, taking up less space and making it easier to carry, use and store. The sheets’ compactness also lends well for traveling.

Robijn’s sheets launched in the Netherlands early this year, in-store and online, and have attracted a largely new audience to the brand. Persil launches in the UK this month, exclusively on Amazon, and will expand across other e-commerce and grocery channels in 2024.

Edited by Sabine Waldeck