Henkel Refreshes Purex Fabric Softener

In a move to better align its fabric softener and detergent scents, Henkel will relaunch the Purex line in September.

The current lineup consists of four fabric softeners: Mountain Breeze, Fresh Scent with Renuzit, Sensitive Skin and Rainflower Mist. The last will be replaced by Sweet Lavender and Cotton, a scent that has a large following among Hispanic households. According to research conducted by Purex, Hispanic households are the largest (72%) purchasers of fabric softener.

The other three softeners will be rebranded with new packaging that’s more “relaxing and soothing,” and easy to read, said Jeff Huffman, senior brand manager for laundry care at Purex. Two others, with natural fragrance extracts and a biodegradable formula, round out the rollout.

The Purex line will hit stores Sept. 29, and Henkel, the brand