Purex Crystals Explained

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

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

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

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

Notes and References

  1. Henkel to Double Production of Purex Complete Crystals Softener to Accommodate Runaway Consumer Demand. Henkel. PR Newswire. June 9, 2011. January 23, 2022.
  2. Web site: Elliott. Stuart. Laundry Products Put Into Yet Another Form. . January 6, 2011 . June 10, 2013.
  3. Web site: Category Captain: Soaps and Detergent: Henkel NA. Progressive Grocer . November 18, 2011 . June 10, 2013 . https://web.archive.org/web/20130705181154/http://www.progressivegrocer.com/products/product-news/id990/category-captain-soaps-and-detergent-henkel-na. July 5, 2013. dead.
  4. Web site: Forte. Carolyn. Purex's New Crystals Fabric Softener. Good Housekeeping. June 10, 2013. January 17, 2011.
  5. Web site: Purex Crystals. June 10, 2013. dead. Purex. April 24, 2013. https://web.archive.org/web/20130424021336/http://www.purex.com/products/softeners/purex-complete-crystals.
  6. Web site: Shop All Purex Fragrance Boosters. February 5, 2022.
  7. Web site: Shop All Purex Liquid Laundry Detergent . Purex . February 6, 2022.
  8. Web site: Shop All Purex Powder Laundry Detergent . Purex . February 6, 2022.
  9. Web site: Sankin. Aaron. Effie Awards: Bay Area Companies Clean Up For Year's Best Advertising Campaigns. . May 25, 2012 . June 10, 2013.
  10. Web site: Effie Worldwide . Effie Worldwide . February 5, 2022.

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