Unilever “positively disrupts” Mexican markets with first dilute-at-home cleaning line

23 May 2022 --- Home and personal care giant Unilever is releasing its first dilute-at-home cleaning line, Aromatel Rinde+, in Mexico.

“As the first brand in Mexico to bet on the dilute-at-home format, Aromatel Rinde+ is pioneering a new approach to home care with its trio of planet-friendly detergent, fabric enhancer and all-purpose cleaner,” says the company.

“We created an important and innovative range for Mexico, which retains the success factors that have already revolutionized the market for liquid detergents in Latin America,” says Eduardo Campanella, home care chief marketing officer at Unilever. 

“With Aromatel Rinde+, we introduce a positive disruption into the Mexican market.”

State of the Mexican homecare market
Mexico’s homecare market is currently valued at approximately €2.1 billion (US$2.2 billion). 

“Until now, no player in any category offered a dilute-at-home option in the Mexican home care market,” explains Beatriz Seabra, marketing manager at Home Care, Mexico. 

“We therefore, saw an opportunity to create a range that met consumer needs with a reduced environmental impact at a very competitive price.”

Beatriz adds: “On average, consumers buy detergents 24 times a year, fabric softeners 14 times, and cleaners 13.5 times a year.” Aromatel Rinde+ is pioneering a new approach to home care with its trio of planet-friendly detergent, fabric enhancer and all-purpose cleaner.

“There is huge growth potential, but, as our consumer insights made very clear, we needed to provide something tailored to meet the specific needs of the Mexican market to succeed.”

The importance of fragrance
The most significant selling point of Aromatel Rinde+ is its long-lasting fragrance. 

“Research shows that fragrance is an essential criterion for Mexican consumers, which explains why the range carries 40% more fragrance than similar products in other Latin American markets such as Brazil,” shares Unilever. 

The second most significant factor is the detergent's ability for excellent cleaning results, according to Unilever. 

“In Mexico, tap water differs from region to region due to the extreme variation in natural conditions. Establishing a formulation that worked in all areas was a massive challenge but one that we are immensely proud of meeting,” says Santiago Devoto, research and development manager at Home Care.

The third factor resulted from learning that consumers loved to mix ingredients.

“Like baking soda, alcohol or even hand dishwashing products, with their detergent when doing laundry,” explains Beatriz.

“This was a super valuable insight as this affinity with ‘homemade’ formulations indicated that consumers would view the dilute-at-home process as a benefit rather than a chore,” she continues.

“In addition, the new format offered an economical and efficient answer to consumer needs with a concentrated formula that has as much cleaning power when diluted as traditional-sized detergents.”

In further homecare innovations, Evonik and Unilever’s previous partnership resulted in biosurfactants to be used instead of petrochemical ingredients.

Edited by Venya Patel