Hamburg – L’Eaundry is a luxury brand of detergent that wants its users to treat their clothes as well as they treat their skin.
The branding, by Korefe, is minimalist and black and white in design. Both the name and the packaging of L’Eaundry are meant to evoke high-end fragrance bottles, and there are versions for men and women, which drives home the message that this is not your regular detergent. The tagline is ‘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. But this is not the usual smell of fresh laundry, but a choice of ripe green figs or woody olibanum, notes more usually associated with perfume and cologne.
The monochrome packaging and styling of the bottles conveys a sense of luxury and refinement. L’Eaundry is an example of a new type of laundry product more suited to a boutique than a grocery store aisle. For more examples, read our Luxe Laundry microtrend.