Unilever’s Dirt Is Good (Persil) and Comfort brands have teamed up with global tech leader Samsung to revolutionize the home laundry experience. This groundbreaking collaboration aims to blend state-of-the-art AI and robotics with innovative laundry solutions, promising unprecedented efficiency, sustainability, and convenience for consumers.
Unilever’s Business Group President, Eduardo Campanella, highlighted the significance of this partnership: “By working together with Samsung, we can revolutionize laundry by combining changing consumer behaviors with the latest in-home technology trends. This will allow us to create a smarter, more efficient approach to laundry that aligns perfectly with today’s busy lifestyles.”
The partnership addresses evolving consumer needs for shorter, more sustainable wash cycles and heightened emotional engagement with home care routines. It aims to merge Unilever’s expertise in laundry chemistry with Samsung’s advanced machine technology to deliver a superior and integrated laundry lifestyle.
This strategic alliance is part of Unilever’s Growth Action Plan, focusing on driving significant category growth through groundbreaking innovations. By integrating insights from both the laundry and consumer technology sectors, Unilever and Samsung aim to deliver unmatched product superiority and sustainability.
One of the standout innovations from this collaboration is Persil’s Wonder Wash. Tested using Samsung’s top-of-the-range AI washing machines at Unilever’s Port Sunlight R&D hub, Wonder Wash is designed for 15-minute cold cycles, helping consumers save up to 30% on water and up to 60% on energy compared to traditional cycles. Additionally, Samsung has introduced an app feature that allows users to scan detergent barcodes to determine the optimal amount for each wash. Supported by data from Unilever’s Dirt Is Good and Comfort brands, this feature simplifies the laundry process, reduces waste, and ensures optimal product usage.
The short cycle has emerged as the fastest-growing value driver in the laundry category, with potential for 21% incremental growth year on year, projected to reach €2 billion by 2026. By integrating AI and smart technologies, Unilever and Samsung aim to make laundry more convenient, simpler, and tailored to modern-day living.
As Unilever and Samsung continue to push the boundaries of innovation, their partnership is set to unlock new insights and opportunities in the laundry sector. By integrating AI, smart technologies, and sustainable practices, they are paving the way for a future where laundry is not only effective and efficient but also environmentally friendly and perfectly aligned with contemporary lifestyles.
This pioneering collaboration is poised to lead the next revolution in home care, delivering superior products and experiences that resonate with today’s consumers and drive significant growth in the industry.
