Comfort is launching a new super sensorial range, called Comfort Perfume Deluxe.

The luxury line-up has been made in partnership with expert perfumers and will be supported by a £4 million marketing campaign, including TV and sampling.

Designed to combine the latest perfumes with fabric conditioner, the range consists of three variants - Heavenly Nectar, Luscious Bouquet and Lavish Blossom, and is sold in 870ml bottles (rrp £5.50).

Fernanda Tubini-Roberts, marketing manager for Comfort at Unilever UK, said: “We know that fragrance is incredibly important to our consumers and they care about the way their fabrics smell, it is almost an extension of themselves in the same way a perfume is.

“By taking inspiration from trends in fine fragrance, Comfort Perfume Deluxe is designed to take fabric conditioning beyond traditional laundry and bring luxurious perfumes to your clothes. We are confident that they will appeal to brand fans, both old and new alike.”

Comfort Perfume Deluxe is the latest addition to Comfort’s Ultra Concentrated range. The brand is hoping to capitalise on consumer demand for more premium fabric conditioners, with packaging that stands out on shelves.

The Comfort Perfume Deluxe range is available to c-store retailers now.