The campaign, created by integrated agency Tullo Marshall Warren, is being sent to about 400,000 women.
The mailing is designed to resemble the packaging of a premium cosmetics brand. However, when recipients open the pack, Comfort Pure is revealed as a detergent for people with sensitive skin.
The pack contains a sample of Comfort Pure, a 25p money-off voucher and the chance to enter a prize draw to win a spa day for two. The prize draw will enable Lever Faberge to capture more detailed data on consumers.
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