Purex Crystals
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Purex Crystals are a crystal-form in-wash "fragrance booster" (and formerly a crystal-form in-wash fabric softener) manufactured by Henkel and marketed in the United States and Canada.
Former fabric softener product
Introduced in 2011,{{cite press release|url=https://www.prnewswire.com/news-releases/henkel-to-double-production-of-purex-complete-crystals-softener-to-accommodate-runaway-consumer-demand-123567389.html|title=Henkel to Double Production of Purex Complete Crystals Softener to Accommodate Runaway Consumer Demand|author=Henkel|via=PR Newswire|date=June 9, 2011|access-date=January 23, 2022}}{{cite web|last=Elliott|first=Stuart|title=Laundry Products Put Into Yet Another Form|url=https://www.nytimes.com/2011/01/06/business/media/06adco.html?_r=4&|website=The New York Times |date=January 6, 2011 |access-date=June 10, 2013}} the Purex Crystals product was the first crystal-form fabric softener sold in the United States.{{cite web|title=Category Captain: Soaps and Detergent: Henkel NA|url=http://www.progressivegrocer.com/products/product-news/id990/category-captain-soaps-and-detergent-henkel-na/|website=Progressive Grocer |date=November 18, 2011 |access-date=June 10, 2013 |archive-url=https://web.archive.org/web/20130705181154/http://www.progressivegrocer.com/products/product-news/id990/category-captain-soaps-and-detergent-henkel-na|archive-date=July 5, 2013|url-status=dead}} According to an article in Good Housekeeping, the Purex Crystals fabric softener could safely be used on active wear and children's polyester sleepwear without harming flame resistance properties.{{cite web|last=Forte|first=Carolyn|title=Purex's New Crystals Fabric Softener|url=http://www.goodhousekeeping.com/product-reviews/research-institute/purexs-new-crystals-fabric-sof|website=Good Housekeeping|access-date=June 10, 2013|date=January 17, 2011}} In January 2013, the company launched a version made specifically for babies.{{cite web|title=Purex Crystals|url=http://www.purex.com/products/softeners/purex-complete-crystals|access-date=June 10, 2013|url-status=dead|website=Purex|archive-date=April 24, 2013|archive-url=https://web.archive.org/web/20130424021336/http://www.purex.com/products/softeners/purex-complete-crystals}}
Fragrance booster and laundry detergent products
As of February 2022, the Purex website refers to Purex Crystals brand products as "fragrance boosters" rather than fabric softeners, as they did previously.{{cite web|url=https://www.purex.com/shop-products/fragrance-boosters|title=Shop All Purex Fragrance Boosters|access-date=February 5, 2022}}
The company also uses "Purex With Crystals" as a branding label for liquid and powdered laundry detergent.{{cite web|url=https://www.purex.com/shop-products/liquid-laundry-detergent|title=Shop All Purex Liquid Laundry Detergent |website=Purex |date=February 6, 2022}}{{cite web |url=https://www.purex.com/shop-products/powder-laundry-detergent|title=Shop All Purex Powder Laundry Detergent |website=Purex |date=February 6, 2022}}
Marketing award
Zooka Creative, the marketing team behind the launch of the Purex Crystals fabric softener product, won a Gold Effie Award from Effie Worldwide in 2012.{{cite web|last=Sankin|first=Aaron|title=Effie Awards: Bay Area Companies Clean Up For Year's Best Advertising Campaigns|url=http://www.huffingtonpost.com/2012/05/25/effie-awards-bay-area-companies-clean-up_n_1544350.html|website=The Huffington Post |date=May 25, 2012 |access-date=June 10, 2013}}{{cite web|title=Effie Worldwide |url=http://www.effie.org/worldwide/about |website=Effie Worldwide |access-date=February 5, 2022}}