Unilever and Samsung Will Explore AI & Smart Technology To Advance Laundry Category

Samsung and Unilever want to break down silos in the laundry market.

In a recently announced alliance, the pair said they will link their expertise and insights to make laundry more convenient and tailored to reflect modern-day living. The alliance includes Unilever’s Dirt Is Good (OMO, Persil, Surf Excel, Breeze, Ala, Skip, Rinso) and Comfort brands.

“Up until now, washing machines and laundry products have developed in isolation but this partnership with Samsung will see us co-create the future of laundry with more speed and agility than ever before.  We’ll be able to combine changing consumer laundry behaviors with in-home technology trends creating a smarter approach to laundry that suits today’s busy lifestyles,” said Eduardo Campanella, Business Group President, Unilever Home Care.

 “As two leading brands in our respective categories the partnership is a natural fit. Machines, cleaning and fabric care are all part of the same conversation when it comes to laundry. Working with Unilever’s laundry brands, we aim to lead the way in mapping and creating the most advanced and intelligent laundry offering yet,” noted Dan Barfield, VP of digital appliances at Samsung UK and Ireland said.

Collaboration Efforts

Persil’s Wonder Wash was tested using top-of-the-range Samsung bespoke AI washing machines at Unilever’s Port Sunlight R&D hub, according to Unilever. The formula was specifically designed for 15-minute cold cycles, helping consumers save up to 30% water consumption and up to 60% energy use compared to longer wash cycles.

Short cycle represents the fastest-growing value driver in the laundry category. It has the potential to grow the category incrementally by 21% year on year and is expected to be worth up to €2 billion by 2026, according to Unilever.

According to data shared by the companies, around 80% of consumers take advantage of the short wash cycle function now offered by machines. Further, dirt and stains and wardrobes are changing, too.

Also, earlier this year, Samsung created a new app feature that allows users to scan detergent barcodes so that they know the right amount of detergent for a wash cycle, saving both time and product, which means the laundry cycle is more efficient and sustainable. Unilever provided access to the relevant laundry liquids data – from Dirt Is Good and Comfort – to help Samsung build a stronger database and a more convenient experience for consumers.

Samsung & AI

AI Wash in Samsung washing machines can sense the weight of the fabric and the level of soiling, to then adjust the water, detergent, soaking levels and cycle time. AI Energy Mode enables consumers to reduce energy use by up to 70%. Consumers can also use remote management via Samsung’s SmartThings app.

Reaching Consumers

The collaboration will be brought to life through various marketing channels, including retail, product placement, social media, CRM and exclusive benefits, competitions and offers to customers both in-store and online, according to Samsung and Unilever.  Activity will initially launch in the UK and Ireland where consumers can claim up to six months free Persil detergent when they buy a Samsung 11kg EcoBubble washing machine (until January 2025).

“We know laundry isn’t always a topic that gets people talking, so this partnership creates new opportunities for us to speak directly to savvy shoppers who are looking to do their laundry in a smarter way,” says Tati Lindenberg, VP of marketing at Dirt Is Good. “In addition to combining our laundry insights and expertise, the collaboration will involve new innovation and cross-channel activations to engage consumers in what is often viewed as a household chore.”

The partnership will be rolled out across further European markets in the coming months, according to officials.