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
References
- Henkel. Henkel to Double Production of Purex Complete Crystals Softener to Accommodate Runaway Consumer Demand June 9, 2011, retrieved January 23, 2022^
- Stuart Elliott. Laundry Products Put Into Yet Another Form The New York Times, January 6, 2011, retrieved June 10, 2013^
- Category Captain: Soaps and Detergent: Henkel NA