Fabric softeners without "fragrance" and with "natural scent" sell well... Pigeon’s unconventional approach works

[Asia Economy Reporter Lee Seon-ae] Pigeon is focusing on product differentiation strategies to make a comeback as a leading brand in fabric softeners. Instead of adding strong fragrances, they are pursuing differentiation and premiumization with ‘counterintuitive’ products that either remove scent entirely or contain natural, unaltered fragrances.

According to Pigeon on the 23rd, the new product ‘Highly Concentrated Pigeon Botanic’ is gaining popularity with positive consumer responses.

‘Highly Concentrated Pigeon Botanic’ is characterized by its high concentration that enhances fabric softening effects while containing the natural scents derived from flowers, plants, and fruits. From the early stages of product planning, the focus was on finding a subtle and rich ‘botanic scent’ that fits the brand concept of ‘freshness and comfort given by nature’ and adds fragrance to everyday life.

Last year, Pigeon jointly developed the ‘Botanic’ scent with global fragrance companies with whom they have long-standing partnerships, aiming to create a scent that would consistently be loved by the public. After testing fragrance stability and reflecting consumer preferences, they carefully selected rich natural scents that complement the high concentration fabric softening effect. As a result, four variants were chosen: ‘Botanic Garden’ paired with ‘Purple Rose’, ‘Sweet Garden’, ‘Pink Bouquet’, and ‘Apple Balm’.

Before launch, most consumers participating in the pre-experience group expressed high satisfaction with the product, sharing vivid reviews about being impressed and captivated by the fabric softening effect and the subtle, soft ‘botanic scent’ that spreads gently before and after laundry, adding fragrance to ordinary daily life.

Unscented products are also popular. As part of the ‘Botanic’ series, Pigeon introduced ‘Highly Concentrated Pigeon Botanic Unscented’, which completely excludes fragrance, colorants, and thickeners to satisfy consumers who prefer ‘hypoallergenic’ options. A Pigeon representative explained, “‘Highly Concentrated Pigeon Botanic Unscented’ was launched with confidence based on the belief that ‘when Pigeon makes a high concentration product, it’s different.’ It has created a new product selection criterion of ‘unscented’ for consumers who were accustomed to choosing fabric softeners based on preferred scents, generating great favor. Consumers who use perfumes are actually enthusiastic about unscented fabric softeners, creating a new consumer base.”

Ingredients and packaging are also factors in its popularity. ‘Highly Concentrated Pigeon Botanic’ considers consumers who are highly attentive to ingredients as well as efficacy, containing no 12 harmful substances including microplastics, PHMG, CMIT, MIT, benzene, formaldehyde, fluorescent brighteners, etc. It has also received certification for preventing fine dust adhesion from the Korea Apparel Testing & Research Institute, providing consumers with greater trust in its excellent quality. Recently, it uses ingredients rated 1-2 by the Environmental Working Group (EWG), which is a safety standard for ingredients, alleviating consumer concerns related to various chemical substances.

Additionally, environmentally friendly packaging has been applied, such as using colorless containers, shrink designs, and ‘eco tear lines’ to make separation and recycling easy, enabling consumers to participate in recycling efforts effortlessly after use.

Since the launch of ‘Highly Concentrated Pigeon Botanic’, Pigeon has actively strengthened its portfolio for sustained growth in the highly concentrated fabric softener segment, resulting in rising sales. As of the third quarter this year, sales have increased by more than 40% compared to the same period last year, continuing the steady upward trend in the highly concentrated fabric softener sector.

A Pigeon representative said, “‘Highly Concentrated Pigeon’ allows consumers to enjoy optimal fabric softening effects through enhanced softening ingredients while choosing scents according to their preferences. By delicately satisfying diverse consumer needs, we launched the product with confidence that ‘when Pigeon makes a high concentration product, it’s different.’ We expect Pigeon to firmly establish itself as a lifestyle culture partner that creates happy lives.”