The battle resumed again in the RADIUS laundry

The battle resumed again in the RADIUS laundry. If she has never left the scenes of a universe where every point of market share is hotly disputed, she seemed less visible to the public. However the start of the year is marked by large launches products and campaigns shocks. The year 2008 has indeed shaken sector. Not without reason. Volumes and sales overall fell by some 4 large surfaces over one year to end of January 2009. Subject: heavy promotions at the end of 2007 leading a phenomenon of storage of products in homes, but changes in consumption patterns also. The French tend, indeed, to reduce the doses used to fill more their machine, or even to keep longer clothing!

Industry therefore adopt an offensive strategy. After war of tablets and the liquid single-dose, is including 3 times concentrated products will attend. The responses of each in terms of products are different. But the common key argument is linked to environmental concerns, through the composition as well as packaging.

A saga on the Web

Procter & Gamble will arrive next month in this segment on its brand positioning premium Ariel Excel gel, the best-selling of the RADIUS with 20.1 of claimed but market share lost a bit of ground on the last twelve months. "For the consumer, the product introduces a new gestures and changes its way to use a metered dose inhaler Cap." "In our launch plan, we expect therefore deploy a number of speakers in the store so that they show how to manipulate the vial," said Nicolas Degeraud, product manager Ariel. The rest of the device is also consistent, advertising on the point of sale advertising campaign, passing through a public exhibition on innovation under the re-entry to Paris avant-garde instead the laboratory. Because, if the gel variant is launched at the same time on Dash, another reference of the group, Ariel to be used as a first step of flagship to innovation.

Unilever had already invested the niche of the 3 times concentrated in 2007 with its small & mighty concept on its brands Skip, Omo and parsley. "Our offer small & mighty was recorded, alone, in 2008 a turnover of 42 million euros and we grow on the segment of liquid laundry." "It will remain our priority this year", says Julien Coeurdacier, head of brand to Skip. In addition to the distribution of 13 million samples and a television campaign, the claw which is 13 of the market on a premium positioning, invests the Web. With, featured a real saga, author and actress Armelle. Objective: mixing information and humor offset on the question "you think are you". "". "He was to explore other territories that advertising usual laundry in the drop-down stories which are a nod to the 1950s, with very colourful characters and Archetypes of comedy", explains that that was the heroine of the series "camera Café".

Ecological concerns

Among the responses by the heavy weight of the sector in the environmental concerns of buyers, the cat (Henkel) develops, for his part, major campaigns on its products known as "Eco efficiency". However, the single registry of the "whiter than white" (a) instead of the lead in the wing. "The concept of effectiveness of the washing is no longer the primary concern of consumers, who are more passed to a logic of refresh of linen, except in families with young children." "The perfume and the respect for sensitive skins themes, however, took the importance", notes Julien Coeurdacier. OMO has therefore developed two years focus on fragrance and essential oils, with a new name sophisticated 'flowers of citrus and bergamot.

At Henkel, it is Super Cross and its Secrets of elsewhere range that occupies this niche of the more emotional purchase around destination loaded to dream, as Bora-Bora. Mir Black for black clothing, also plays on olfaction, glamorous version. "These offers must raise envy laundry consumers wanting to be happy," said Yvan Bonneton, Director of marketing detergents and maintenance in Henkel products. Part hypoallergenic, the cat has developed, next to his Sensitive range, a softening. "Attention to health, the family withdrawal result in consumer needs and in particular to be reassured," he continued. On this segment for sensitive skin and who does not know the crisis, Skip launches, him, the range of Essences of nature, and associated himself for the occasion with the sign of clothing for children of the same to the same.

New Territories

All price levels are affected by the great bustle of RADIUS laundry. In entry, Xtra (Henkel) relaunched year last on the concept of simplicity and unique laundry for the clothes. While parsley (Unilever) plans to invest a new territory in middle of the year. But the industry will also have to deal with new large surface. Ecover, present for a long time in stores specializing in environmentally friendly products, has made, in parallel, his entry a year ago in the radius of the hypermarkets with its references plant ingredients and minerals. "Expanding the number of consumers that we go out is a major challenge", points out Bertrand Caron, Director commercial France. Manufacturer well continue its development of new signs. In the coming months, the displacement of pawns on the chessboard of the laundry will be most interesting to observe.