Friendly softeners – inside stores as well

Most softeners on the market are coloured, scented , even aroma therapeutic. New methods, such as fragrance marketing are playing an increasing role in trade marketing. The owners of leading softener brands usually also have washing powder brands, which allows them to “recommend” use of either product with the other, to transfer an existing positive consumer attitude. It is hard to tell, how effective this practice is, but promotions are frequent in this category. Softeners are the sixth largest category among the 60 household categories monitored by Nielsen.