Fluffy Divine Blends rapidly established position in market with the range delivering a strong 5.1% $SOM growth (YTD Mar 2014).
The recent addition of the new Warm Vanilla & Creamy Coconut variant provides greater fragrance diversity for the range and reinforces Fluffy’s fragrance leadership positioning.

Fluffy is currently the market leader in Fabric Conditioner in Australia, with more than 40% of market share. As a market leader, Fluffy seeks to delight the hedonist consumer that is looking for new experiences and fragrances. Fluffy Divine Blends is a new fabric conditioner that skilfully blends two scents together to deliver a fresh burst of life to your clothes for an uplifting sensorial experience. The packaging graphics offer a unique and premium look while maintaining Fluffy’s core brand values – Positive, Irresistible, Surprising, Playful, Energetic. It has a modern, fresh ingredient imagery swirling into a dark, rich navy blue background providing strong visual distinction and sub-brand ranging on shelf. Shrink wrapping helps to further enhance premium cues. The range launched with two divine fragrances; Lotus Flower & Sea Minerals and Pomegranate & Sandalwood.

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