P&G launches new Ariel variant into the Kenyan market

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In a bid to retain their market share in an increasingly competitive market, Ariel has launched their new variant, Ariel Downy Pink as part of their expanded offering.

The new product provides their consumers with an alternative that is focused on giving them freshness that comes using Downy with the same superior clean that consumers have come to expect from the detergent. The move signals their intent to maintain leadership of the laundry market.

This is the second high-profile launch for the brand in as many years. In January 2019, the brand launched a revamp of their original Ariel formula, concurrently launching their KES 10 sachet. The new product contains a formula similar to that in Downy fabric softener. It shall retail at the same price as the original Ariel detergent with prices ranging from KES 10 to KES 1000.

Fabric Care Brand Manager Kenya & Africa Expansion Markets at Procter and Gamble, Lydia Kakutwi, had this to say, “Our business model is focused on listening to our consumers and developing products to meet/address these needs. For the longest time customers have been asking for a detergent that can clean their clothes using less effort and detergent, and that is what we have provided them with. However, we have observed that a large part of the category is looking for a detergent that also leaves their clothes smelling good and fresh. We will continue to innovate as the needs of the category continue to evolve.”

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