Unilever has unveiled a high-visibility marketing push for its latest laundry innovation, appointing digital entrepreneur and media personality Molly-Mae Hague as the face of the Pure Heaven Scent line developed for Persil and Comfort. The initiative positions the new range as a premium yet gentle solution designed for consumers seeking both skin sensitivity protection and elevated fragrance performance.
The collaboration, backed by a seven-figure investment, signals a deliberate strategy to fuse influencer credibility with mass-market brand equity. By featuring Hague alongside her daughter Bambi, the campaign frames the products within a family-care narrative intended to resonate with households prioritizing safety, softness, and sensory appeal.
A product portfolio targeting comfort and performance
The Pure Heaven Scent collection spans multiple formats across the laundry cycle, including non-bio capsules, a sensitive-fabric liquid detergent, fabric conditioners, and scent-enhancing boosters. Each variant is formulated to reduce irritation risk while maintaining what the brand describes as a “luxury fragrance experience.”
The scent profile blends white musk, patchouli, and apple blossom, a combination designed to differentiate the line in a category traditionally dominated by functional messaging. By integrating perfumery-inspired notes, the brand aims to reposition laundry care as part of a broader lifestyle and wellbeing routine rather than a purely utilitarian purchase.
A 360-degree campaign architecture
Launched in May 2025, the rollout spans television placements, digital video, and social platforms, illustrating a fully integrated communications model. Broadcast spots establish reach and credibility, while social content leverages Hague’s established audience base to amplify engagement and peer-level trust.
This dual-channel approach reflects a broader industry shift toward hybrid media strategies in which traditional advertising builds awareness and influencer-led storytelling drives conversion. The inclusion of family-centric visuals further reinforces authenticity, a key factor in campaigns addressing health-related product claims.
Positioning within a competitive category
Sensitive-skin detergents represent one of the fastest-growing segments in household care, fueled by rising consumer attention to ingredient transparency and dermatological safety. By combining mild formulations with long-lasting fragrance, Unilever is attempting to close a long-standing gap between gentleness and sensorial satisfaction.
The launch also illustrates how established FMCG groups are recalibrating their branding frameworks. Instead of competing solely on price or cleaning performance, they are investing in emotional value propositions such as comfort, reassurance, and everyday indulgence.
Branding beyond functionality
The Pure Heaven Scent initiative underscores a wider transformation in marketing logic: functional benefits remain essential, but emotional storytelling increasingly determines brand preference. Through this partnership, Unilever positions its laundry portfolio within a narrative of care, softness, and lifestyle aspiration, aligning product innovation with contemporary consumer expectations.
If the campaign achieves its intended traction, it may set a benchmark for how household brands integrate influencer storytelling into large-scale product launches without diluting their scientific credibility.
