Persil Launches TripleCare Formula to Combat Fabric Wear
Stamford-based Persil is shifting its strategy from simple stain removal to long-term garment preservation with the rollout of its new TripleCare formula. The detergent, now hitting shelves across the United States, aims to extend the lifespan of clothing by explicitly targeting color fading and fiber pilling during the wash.
The brand, owned by Henkel, claims the updated formula maintains its signature cleaning power while introducing specialized agents to smooth fabric fibers and protect hues through both wash and rinse cycles. According to Julia Galotto, Vice President of Marketing at Henkel, the move acknowledges that consumers view their laundry choices as an extension of their emotional connection to their wardrobes.
To drive consumer awareness, the company is launching a marketing campaign featuring Real Housewives of Orange County stars Heather Dubrow and Gina Kirschenheiter. The partnership includes a series of commercials currently airing on Bravo and Peacock that emphasize the detergent's utility in everyday fabric maintenance. The new TripleCare technology is being integrated across the entire Persil portfolio, including its liquid detergents and Ultra Pacs, and is designed to function across various water temperatures and machine types.
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