STAMFORD, Conn. — A century of trust ushers in a new era of freshness. A laundry room staple for more than 100 years, Purex has been revamped with a contemporary look and formulas designed to deliver long-lasting, nature-inspired freshness. The reimagination includes brighter, fresher packaging and more concentrated cleaning power. It’s Where Clean Meets Fresh.
“Purex laundry detergent has been trusted in households for generations,” said Julia Galotto, Vice President of Marketing at manufacturer Henkel. “This relaunch modernizes the brand while staying true to what makes it reliable — now with more concentrated cleaning power and long-lasting scents — giving families the clean and long-lasting freshness they love.”
Brand enhancements include:
New Concentrated Liquid Formulas
A more concentrated formula delivers more cleaning power in every drop. New bottles — which use 50% recycled plastic – further the brand’s commitment to making laundry day more sustainable.
Cleaning Power That Fights 99% of Everyday Stains
Products provide a powerful clean. For the strongest formula to attack tough stains and odors, laundry-doers can choose Purex Advanced Oxi with Odor Fighter.
Long-Lasting Freshness Inspired by Nature
While alluring scents have always been a priority for the brand, Purex Fresh Mountain Breeze, Fresh Lavender Fields, and Advanced Oxi with Odor Fighter offer 45 days of long-lasting freshness. Purex Crystals Scent Boosters feature an updated claim of up to 21 weeks of long-lasting freshness out of storage.
New Look, Same Dependable Choice
Across the full portfolio of liquid detergents, premeasured detergent pacs and Crystals Scent Boosters, fans will notice a sleek new design that emphasizes the freshness of nature.
The upgraded formulas and refreshed packaging are rolling out at retailers nationwide. For more information, visit Purex.com or follow @purex on Instagram and @purexlaundry on TikTok.
