The return of Bonux laundry detergent and its gifts, he and one, was acclaimed by the French. In 2024 Bonux accelerates its deployment in supermarkets, and in local commerce, with new economical formats and various… surprises.
Bonux, whose packages had disappeared from the shelves more than a decade ago, celebrates the first year of his return with success. Iconic baby boomer laundry detergent, famous for its whiteness and its famous gift, Bonux proves that the brand transcends generations and knows how to listen to its consumers while remaining in tune with the times. In less than a year, Bonux powder has entered the top 5 in laundry powder sales. First laundry detergent to have its fans, Bonux thus sees its market share settle at 2,1% for Bonux Poudre and 0,6% for Bonuxliquid. “We are very happy with the results of Bonux, which has a large community of fans, assures Mathilde Vacheresse, marketing director of Bonux. The important thing for us, it is to consolidate this base. The promise of whiteness is just one of Bonux’s strengths. Most products are made in France and are labeled. As for the famous gift, it continues to evolve according to consumer expectations. »
Redesigned laundry formulas
Legacy*, owner of Bonux, has in fact decided to repatriate laundry detergent production to France. Gradually, all Bonux products will be manufactured in France, with a new manufacturing process. The detergent formulas have been completely redesigned, to make them more effective, and therefore more competitive, but also to reassure consumers. The new Bonux formulas have been developed with the support of two labels : Air Label Score which guarantees very low emissions of products into indoor air, and the Controlled Allergens label, awarded by ARCAA, which guarantees products whose concentration of allergens is considerably reduced. Aware of the impact of laundry and detergents on the daily lives of its consumers and on nature, Bonux develops the formulas of its liquid detergents to guarantee effective washing and perfect stain removal from 20°C.
The new Bonux gifts
Young and old have discovered the new Bonux gifts : board games, seeds, coloring pages. In 2024, Bonux promises to take into account the requests of its fans and to revive memories of the past thanks to the return of certain gifts from yesteryear. Bonux, which returned to TV at Christmas 2023 with an advertisement that achieved an excellent score, will also innovate with new formats and lower prices. In times of inflation, the brand intends to target young households with tailored offers, like Bonux authentic liquid with three soaps, a new reference available in stores since March.
* The SME Heritage, based in Nanterre, in Hauts-de-Seine, resumed, to revive them, eight heritage drugstore brands, cleaning and washing (Bonux, O'Cedar, We learned, I wonder, Décap’Four, Minidou, Strength and Earth).
