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DeodEclyx neutralizes unpleasant smells across Fresh Hygiene product line
May 15, 2025
By: Karen McIntyre
Editor
Andrex, one of the UK’s leading wipes brands, has enhanced its product portfolio with the launch of Andrex Ultimate Fresh Hygiene Wipes. These new wipes gives consumers an even better, more confident clean, and longer-lasting freshness than ever before. Using new patented DeodEclyx technology, Andrex Ultimate Fresh wipes will do more than just mask odours. Each sheet reacts with – and neutralizes – unpleasant smells, creating new molecules that leave behind a fresh scent for up to four hours. This new appraoch to odor concerns will be implemented across the full Andrex Ultimate Fresh Portfolio, including single packs, Mega Packs and multi-packs. The new wipes are currently available at retailers throughout the U.K.. Recent research from Andrex revealed that 71% of consumers do not feel completely satisfied with their level of clean away from home. Recogniszng customers’ desire to keep clean on-the-move, Andrex Ultimate Fresh Hygiene Wipes will soon be launched in an optimal ‘Fresh & Go’ pocket-size pack, each containing 12 sheets. The launch of this odor control technology is the latest example of Andrex reinventing the traditionally commoditized toilet tissue category. Last year saw the launch of Andrex’s new ‘Get Comfortable’ brand platform, which urged the nation to overcome its ‘social constipation’ around discussing bathroom habits. Andrex has also committed to a three-year partnership with Bowel Cancer UK, with over £2.3million worth of support to drive earlier diagnosis of the disease. “We are always looking for ways to enhance the daily lives of our consumers, and we believe that this latest innovation does just that. With DeodEclyx technology, we’re not just offering a quick fix, but a longer-lasting solution to personal freshness,” says Ema Laisby, head of Andrex at Kimberly-Clark, U.K. and Ireland. “Our commitment to providing products that are both effective and convenient is reflected in the development of the ‘Fresh & Go’ packs, ensuring that our customers can feel confident and refreshed, no matter where they are.”
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