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Purex Complete 3-in-1 Laundry Sheets Hit Shelves



Detergent, softener and anti-static ingredients combined in concentrated sheet that goes from washer to dryer.



Published July 8, 2009
An innovative, new nonwoven-based product is currently debuting in the laundry aisle of retail stores across North America. Purex Complete 3-in-1 laundry sheets are designed to combine effective ingredients from detergents, softeners and anti-static sheets into a super-concentrated sheet that goes from washer to dryer for a streamlined laundry experience. The Dial Company is touting the laundry sheets as a breakthrough and an exciting departure from traditional laundry products. The single-step laundry sheets are thin, lightweight and sturdy, and formulated with the correct amount of detergent, softening and anti-static ingredients for a single load of wash. A single laundry sheet can be placed into the washing machine along with each load and the blue detergent portion releases during the wash cycle. When the wash cycle is complete, the laundry sheet can be transferred to the dryer along with the wash load. The heat of the dryer activates the softening and anti-static ingredients, leaving laundry clean, soft and freshly scented.

"Our research shows that consumers are frustrated with the complexity of doing laundry," explained Stephen Koven, Purex brand manager. "Consumers want multiple benefits—laundry that is clean, soft and static-free—but they don't want to deal with the hassles of the entire laundry process. Purex Complete 3-in-1 laundry sheets simplify the process by cleaning in the wash and softening and removing static in the dryer." Mr. Koven added that the laundry sheets were tested in thousands of homes across America and the response was overwhelmingly positive. "Some consumers even told us that this is as life-changing as the Internet or microwave oven," he said.

The Purex Complete 3-in-1 laundry sheets work in both standard and HE machines and are available in three fresh scents—Spring Oasis, Tropical Escape and Pure & Clean—in mass, grocery and drug retailers nationwide. Suggested pricing for a 20-sheet starter kit, which includes a convenient dispenser and a 24-sheet refill pouch, is $6.49.

According to Chicago-based market research firm Information Resources, Inc. (IRI), Purex Complete 3-in-1 fabric softener sheets sales totaled $2.6 million and unit sales reached 429,280 in the 52-week period ending June 14, 2009 in supermarkets, drug stores and mass merchandisers (excluding Wal-Mart, Club Stores or Gas/C-Stores). Meanwhile, according to IRI's data, the total U.S. market for fabric softener sheets during the 52-week period was $322.5 million and unit sales for fabric softener sheets were 87.2 million during the year. The branded sales leader for fabric softener sheets during this period was Procter & Gamble's Bounce at $119.6 million, followed by private label fabric softener sheets at $61.9 million.

Parent company of Dial, Duesseldorf, Germany-based Henkel AG operates in three business areas—Home Care, Personal Care and Adhesive Technologies—and is ranked among the Fortune Global 500 companies. More than 60% of Henkel's sales are in fast-moving consumer goods, while the industrial business accounts for almost 40% of the company's total sales. In fiscal 2008, Henkel generated sales of $20.8 billion and generated work for more than 55,000 employees worldwide