Purex Crystals are a crystal-form in-wash "fragrance booster" (and formerly a crystal-form in-wash
fabric softener
A fabric softener (American English) or fabric conditioner (British English) is a conditioner that is applied to laundry during the rinse cycle in a washing machine to reduce harshness in clothes that are dried in air after machine washing. In con ...
) manufactured by
Henkel
AG & Co. KGaA, commonly known as Henkel, is a German multinational chemical and consumer goods company headquartered in Düsseldorf, Germany. It is active in both the consumer and industrial sectors. Founded in 1876, the DAX company is organi ...
and marketed in the
United States
The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territorie ...
and
Canada
Canada is a country in North America. Its ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, covering over , making it the world's second-largest country by tot ...
.
Former fabric softener product
Introduced in 2011,
the Purex Crystals product was the first crystal-form fabric softener sold in the United States.
According to an article in ''
Good Housekeeping
''Good Housekeeping'' is an American women's magazine featuring articles about women's interests, product testing by The Good Housekeeping Institute, recipes, diet, and health, as well as literary articles. It is well known for the "Good House ...
'', the Purex Crystals fabric softener could safely be used on active wear and children's polyester sleepwear without harming flame resistance properties. In January 2013, the company launched a version made specifically for babies.
Fragrance booster and laundry detergent products
As of February 2022, the Purex website refers to Purex Crystals brand products as "fragrance boosters" rather than fabric softeners, as they did previously.
The company also uses "Purex With Crystals" as a branding label for liquid and powdered laundry detergent.
Marketing award
Zooka Creative, the marketing team behind the launch of the Purex Crystals fabric softener product, won a
Gold Effie Award from
Effie Worldwide in 2012.
See also
*
Purex (laundry detergent)
References
{{reflist
Laundry substances
Cleaning product brands
Henkel brands
Products introduced in 2011