Elevating laundry into personal wellness.
Unilever envisioned laundry as more than just cleaning because it sought to embed sanitization and insect repellent properties directly into fabrics without changing user behavior or adding complexity. RKS helped translate this vision into a tangible, scalable product.
Research Insights & Discovery
Key Outputs
- User Personas
- Psycho-Aesthetics® 2.0 Map
- Opportunity Areas & Design Criteria
RKS conducted ethnographic studies across emerging and developed markets, revealing that people inherently touch their clothing throughout the day, presenting a unique opportunity for hygiene innovation embedded within fabric. With our Psycho‑Aesthetics® methodology, we mapped emotional drivers like trust, protection, and empowerment to position the concept within Unilever’s Nightingale Opportunity Zone.
How We Used Psycho-Aesthetics™ to Identify Unique Opportunities in the Project.
Using our proprietary Psycho-Aesthetics® 2.0 framework, we conducted in-depth interviews and ethnographic observation in diverse lab settings. We identified key emotional and usability pain points, such as intimidation with complex interfaces, workspace clutter, and trust in precision. These insights guided both the form and interface strategy, ensuring approachability and confidence in operation.
Industrial Design Concept Development
Key Outputs
- Form Factor Concepts
- CMF Strategy
- Refined Industrial Design Language
RKS explored advanced fabric technologies such as self sanitizing molecular coatings, antimicrobial fragrance systems, and insect repelling finishes. Varying mechanisms including effervescence for visual feedback and Lotus Effect textile coatings were prototyped and iterated for wear comfort, longevity, and textile integrity.
Branding Design
Key Outputs
- Brand messaging architecture
- Visual identity system
- Packaging concepts
The visual identity and messaging embraced wellness and emotional reassurance. RKS crafted branding that communicated a hygiene product seamlessly integrated into daily life, reflected through identity systems, packaging, and ecosystem messaging.
Prototyping & Commercial Strategy
Key Outputs
- Iterative user testing cycles
- Strategic market roll out plan
- Sustainability aligned onboarding strategy
Consumer testing refined texture, fragrance, and sensory impact. RKS collaborated with Unilever’s global business teams to deploy a Hero’s Journey-based engagement strategy, identifying pilot markets in India and the Netherlands, and projecting a €69M revenue target by Year 5. Partnerships with health organizations and retail channels were mapped to drive adoption with impact.
Key Outcomes and Results
Key Accomplishments
- €69 million in revenue by Year 5
- Emotional science driven messaging and identity
- Strategy aligned with Unilever’s broader Clean Future commitments
The Unilever Laundry Additive project embodies RKS Design’s capability to embed emotional, functional, and sustainability innovations into everyday consumer products. Through deep behavioral insight, design enabled hygiene science, and strategic branding, we helped pioneer a new category of fabric based public health solutions, turning daily clothing into everyday wellness tools.
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