Dr. Beckmann® expands its product range to include softener sheets
Egelsbach, April 10, 2025 – Around 50 percent of Germans regularly use fabric softeners, making this product category the second largest in the laundry segment. In this highly competitive market, Dr. Beckmann® is setting a new benchmark with its fabric softener sheets: by expanding its existing MAGIC LEAVES® portfolio with these innovative softening products, Dr. Beckmann® now covers every step of the laundry care process – from pre-treatment to laundry additives and now fabric softener.
"With our proven MAGIC LEAVES sheet technology, we are now revolutionizing the softener category as well," explains Marco Buschmeier, Chief Marketing Officer of the Dr. Beckmann Group, adding: "Consumers are looking for practical, sustainable solutions without having to compromise on quality and effectiveness. Our new Dr. Beckmann softener sheets meet all these expectations – and more. We use biodegradable, natural ingredients, avoid dyes, and rely on slim, recyclable packaging, reducing plastic use by 75 percent compared to conventional liquid softeners in plastic bottles."
Just Half a Sheet for Full Effect and Holistic Care
The new fabric softener sheets are highly concentrated, making them very efficient, ultra-lightweight, and easy to use. Just half a sheet is enough for one load of laundry.¹ Placed directly into the drum, the Dr. Beckmann softener sheets fully dissolve during the wash cycle, leaving no residue. The sheets care for the fabrics, preserve colors, and prevent pilling. Another plus: they do not clog the fibers, which maintains breathability and absorbency. This makes them ideal for sportswear and towels.³
Long-Lasting Freshness Thanks to Smart Neofresh® Technology
Dr. Beckmann softener sheets are available in the variants Summer Blossom, Spring Fresh, and Tropical Orchid. These three unique fragrance compositions, with their touch-activated formula, deliver long-lasting freshness – for up to seven days. The scents use Neofresh® technology, which prevents the development of unpleasant odors and actively combats them during wear.
Eye-Catching Packaging for Fragrant Freshness
For better brand recognition, the new Dr. Beckmann softener sheets are visually aligned with the rest of the Dr. Beckmann MAGIC LEAVES® portfolio. The clean design – accented with the signature Dr. Beckmann® colors pink, orange, and blue – ensures strong shelf impact at the point of sale. "With this, we aim to win over existing customers for our new product while also attracting new target groups," says Marco Buschmeier. “The floral design elements also visually emphasize our guaranteed product promise of lasting freshness and sensual fragrance compositions.”
- Small sheet, big impact: Thanks to Dr. Beckmann's MAGIC LEAVES® sheet technology, just half a sheet (2.2g) is enough for a full load of laundry.¹
- Short or cold – still effective: Even at low temperatures from just 20°C, the fabric softener sheets deliver excellent results and are effective even in short wash cycles.
- Perfect for sportswear or towels: The sheets don’t clog fabric fibers, so breathability and absorbency are preserved.
- Ideal for transport and storage: The entire pack weighs only 62g. Thanks to the resealable packaging, the sheets can be stored compactly in any cupboard.
- Fresh fragrance for up to seven days: The innovative Neofresh® technology prevents the development of unpleasant odors and combats them during wear.
¹ Please follow the dosage recommendation on the packaging.
² Mintel Laundry Detergents, Fabric Conditioners and Fabric Care – Europe – 2024.
³ Not suitable for wool and silk.