This article contains content that is written like an advertisement. (May 2018) |
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 edit
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 edit
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 edit
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 edit
References edit
- ^ 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.
- ^ Elliott, Stuart (January 6, 2011). "Laundry Products Put Into Yet Another Form". The New York Times. Retrieved June 10, 2013.
- ^ "Category Captain: Soaps and Detergent: Henkel NA". Progressive Grocer. November 18, 2011. Archived from the original on July 5, 2013. Retrieved June 10, 2013.
- ^ Forte, Carolyn (January 17, 2011). "Purex's New Crystals Fabric Softener". Good Housekeeping. Retrieved June 10, 2013.
- ^ "Purex Crystals". Purex. Archived from the original on April 24, 2013. Retrieved June 10, 2013.
- ^ "Shop All Purex Fragrance Boosters". Retrieved February 5, 2022.
- ^ "Shop All Purex Liquid Laundry Detergent". Purex. February 6, 2022.
- ^ "Shop All Purex Powder Laundry Detergent". Purex. February 6, 2022.
- ^ 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.
- ^ "Effie Worldwide". Effie Worldwide. Retrieved February 5, 2022.