The National Asthma Council Australia’s Sensitive Choice program has added Cold Power Sensitive laundry liquids to its select list of approved products that can display the trusted blue butterfly.

Customers can now purchase Cold Power Sensitive laundry liquid and know it has been reviewed and approved by an independent expert panel to provide a potential benefit if they, or a member of their family, have asthma or allergies.

National Asthma Council Australia’s Sensitive Choice Business Development Manager, Adele Taylor, says this is exciting news as detergents and cleaning products with harsh chemicals and fragrances can be a common household asthma and allergy triggers.

“Only products and services that have been approved through our rigorous review process and may provide a potential benefit to someone with asthma and allergies can carry the Sensitive Choice blue butterfly logo,” she says.

“Choosing a sensitive detergent like Cold Power Sensitive may help individuals with asthma or allergies manage their sensitivities more effectively.”

Henkel General Manager Scott Hull says the company is proud to partner with the Sensitive Choice program on the Cold Power Sensitive laundry liquid in the 2lt, 4lt and 5.4lt bottles.

“The reassurance of the blue butterfly logo gives us the opportunity to make Cold Power Sensitive easier to identify so we can help consumers find the most suitable laundry solution,” he says.

“The sensitive segment is one of the largest and fastest-growing segments of the laundry market in Australia and yet consumers looking for gentle, safe laundry solutions often struggle to navigate crowded supermarket shelves.

“Cold Power Sensitive laundry liquid is our mildest formula and has been dermatologically tested for gentleness. It’s also free from dyes, fragrances, enzymes and optical brighteners – all of which are potential triggers for irritation or contact dermatitis. This makes it especially well-suited for people with sensitive skin, while still providing a high standard of cleaning performance.

“Partnering with Sensitive Choice gives us the opportunity to make Cold Power Sensitive easier to identify as the blue butterfly logo acts as a simple, powerful cue that helps shoppers quickly find a detergent aligned with their needs.”

The National Asthma Council Australia’s Sensitive Choice program has been helping to educate and empower consumers to identify asthma and allergy-aware products and services through the trusted blue butterfly since 2006.