The pro-fibre technology - created from wheat protein - reduces the friction that occurs during washing that can lead to colour and shape loss. But that is just the beginning. The new technology also protects clothes from bobbling and pilling, print cracking and textural damage.

With new pro-fibre polymers that are 60 times larger than the softeners used in regular fabric conditioners, Comfort's Ultimate Care formulations help maintain the strength and elasticity of garments as well as providing great feel on clothes.

'There are many similarities between hair fibres and fabric fibres. Just as conditioner protects hair, fabric conditioner helps to keep clothes vibrant and strong, which in turn enhances their longevity,' says Marina Risi, Global Brand Vice President, Comfort.

'By helping our consumers keep their clothes looking newer for longer, we are reducing the need to buy more. In other words, we are helping to lower our consumers' environmental footprint by extending the lives of their clothes.'

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Unilever plc published this content on 03 August 2021 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 03 August 2021 12:52:14 UTC.