The National Asthma Council Australia Sensitive Choice® program has added Cold Power Sensitive laundry liquids to their select list of approved products that can display the trusted blue butterfly.
Customers can now choose to 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, said 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.
“Choosing a sensitive detergent like Cold Power Sensitive may help individuals with asthma or allergies manage their sensitivities more effectively,” she said.
Henkel General Manager, Scott Hull, said the company was proud to partner with the Sensitive Choice® program on the Cold Power Sensitive laundry liquid in the 2L, 4L and 5.4L 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.
“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 is 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, “ he said.
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.
“All products and services that carry the Sensitive Choice® blue butterfly have been reviewed and approved by an independent expert panel and includes hundreds of products - everything from building products and cleaning agents, to air purifiers and vacuum cleaners.
“We are delighted to work with companies like Henkel and their Cold Power Sensitive brand and encourage more manufacturers and suppliers to produce products and services that are asthma and allergy-friendly that could benefit people with these conditions,” said Ms Taylor.
Visit the National Asthma Council Sensitive Choice stand D24 at the Melbourne Pregnancy, Babies and Children's Expo to learn more about Cold Power Sensitive laundry liquid and other Sensitive Choice® approved products.
The Pregnancy Babies & Children's Expo
Sat 18 and Sun 19 Oct 2025 (10am - 4pm)
Melbourne Convention and Exhibition Centre, South Wharf
For more information visit sensitivechoice.com
Further images available on request.
For further information or an interview with a NAC Sensitive Choice or Henkel spokesperson, please contact:
Donna Le Page, Le Page PR
Mobile: 0429 825 703 or Email: [email protected]
The National Asthma Council Australia is a collaboration of four member organisations (APNA, ASCIA, PSA and RACGP) and the national trusted authority for asthma knowledge. We set and disseminate the standards for asthma care through our responsive and evidence-based asthma guidelines - the Australian Asthma Handbook and resources for primary health care professionals. Our Sensitive Choice program empowers consumers to identify asthma and allergy-aware products and services.
