Introducing ‘Love & Care’ our new expert fabric wash brand
The rising affluence in India, along with growth in fashion retail has led to a rapid consumer wardrobe expansion in the past few years. Consumer wardrobes increasingly have a wide variety of special fabrics, including silks, chiffons, woollens & fine cottons with intricate embroidery. Consumers are washing these clothes separately and with a lot of care and are seeking expert products designed specifically to take care of such fabrics.
‘Love & Care’ - Expert Care for Fashion Wear
Love & Care is a premium expert care range offering fabric wash solution to care for different types of fine fabrics. The brand is being launched in three variants – Shining Silks, Fine Cottons and Soft Woollens, each product expertly designed, and tailor-made to deal with a variety of fabrics and intricate embellishments.
Rise of Special Fabrics translating to need for Expert Products
Love & Care has been conceptualised, designed and manufactured keeping in mind the Indian consumer and the diversity of delicate fabrics in the wardrobe. The products have been crafted by the Hindustan Unilever Research & Development team which has many years of expertise in understanding detergent formulations, and different types of fabrics. The mix has been co-created with inputs from 600+ young fashionistas, fashion designers, textile experts, trend forecasters, and fashion retailers.
The packaging of Love & Care has been inspired by ethnic fabrics and motifs inspired by traditional weaves in contemporary fashion colours with an element of detail like a sari pallu, an embroidery motif or a wooden button in each of the variants Shining Silk, Fine Cottons & Soft Woollens.
Launching at Lakmé Fashion Week 2019
Love & Care has signed Manish Malhotra as its brand ambassador and this partnership is rooted in common love for fashion and fabrics. This will be a unique brand, and HUL’s first brand which will be ‘born on the runway’ at Lakmé Fashion Week 2019.
Commenting on the launch of the campaign, Priya Nair, Executive Director, Home Care, Hindustan Unilever Limited, said “As India and Indians are becoming more affluent, their wardrobes are changing and a variety of fabrics such as premium embroidered cottons, silks, and crepes are an increasing part of their wardrobes. We have created expert solutions to address the need to care for these special fabrics – be it for fine cottons, silk or woollens.”
Love & Care will be available at leading Modern Trade stores in select cities and on E-commerce shortly.