Sleek, sophisticated, stylish. Probably not the first words that come to mind when you think of laundry branding. (More like bright, garish and in-your-face.)
But shaking up the shelves is L’eaundry, a luxury brand that wants us to treat our clothes as well as we treat our skin. With the strapline ‘Treat your second skin like your first’, the ingredients are intended to ‘pamper’ clothes by gently washing them and leaving them with a light aromatic fragrance that lasts until the next day.
And you can forget the smell of summer flowers or grass, too. With a choice of ripe green figs or woody olibanum, L’eaundry’s aroma wouldn’t be out of place in a posh beauty hall. If it’s good enough for your pulse points, it’s good enough for your pants.