The past 2 August Sephora surprised with the on-line launching of Dedtergent by Dedcool, a vegan detergent fact for clothes, bedsheets, intimate and delicate clothes. It treats of a product 100% biodegradable that can use so much directly in the washing machine as for pieces manually. Has a length of 60 washes and has the stamp Clean + Planet Positive of Sephora.
Dedcool, the mark of scents thought for the youngest generations (Millennial and Gene-Z), already is available in the more than 200 shops that has Sephora in United States. In addition to the six more sold perfumes of the mark, like 01 Taunt ($ 90) and Milk ($ 90), Sephora also is selling his ambientadores with aroma ($ 12) and his detergent ($ 35), entering of this form the category 'Laundry Care' in his usual channels.
'Taunt 01' follows clearly the current tendencies of the market and fulfils with the demanding demands of the generation Z, an aroma without gender with notes of bergamot, vanilla and amber.
Dedcool, that was launched in 2016, has more than 40.000 followers in Instagram. In TikTok, the hashtag #dedcool has more than 4 million visits and the account of the mark has 4500 followers. The mark already sells in Creed Beauty and Revolve, and in his own website.
It does not fit doubt that the sector of the scents is experienced a change of paradigm, by what has felt that Sephora expand his selection of products and invest in marks of scents directed to the youngest public and to communities of users that són strong in the on-line channel.
Carina Chazanas, the founder of Dedcool, declared in scoop for the magazine Glossy: "they Are investing in marks like Dedcool because no only offer a clean product and of quality, but we also offer a form more autoexpresiva to experience the scent. We have of articles more functional for the day in day out. No necessarily you have to devote your day to an aroma, but can use your ambientador that costs $12 and can use the detergent for clothes for really perfume your life and create this idea to soak you with a characteristic aroma". The managerial youngster, with so alone 28 years of age, signalled that the category of detergents remains "practically intact" by other marks of scents. 'Him Labo' sells detergent through his collaboration with The Laundress.
"[These products] will change the form in that the people speaks of the scents. We want to be the first. To measure that expand our offers, focus us in the innovation. … Everything has a greater purpose; no only we go to launch products because we think that it is fun or genial. Really we want to have a greater message and history behind this", added.