The UK’s leading home fragrance brand is set to revolutionise the Main Air Care Aisle with a truly innovative offering that not only delivers exquisite scents, but breaks the category’s design codes too.
The NEW Air Wick Home Signature collection responds to growing consumer demand for premium decorative home fragrances and gifting solutions that provide a finishing touch to homes at an affordable price point.
Featuring four elegantly designed home fragrances, the launch of Home Signature is set to inject further growth to the booming candle and reeds segments that are respectively growing at +5.8% and +17% YOY*.
The collection features three formats:
• The Home Signature Flower Diffuser (90ml) – MRRP £12
• The Home Signature Reed Diffuser (100ml) – MRRP £12
• The Home Signature Lidded Candle – MRRP £6**
The range centres on the innovative Flower Diffuser – a rose-shaped fabric flower that changes colour as it diffuses scent. Nestled on top of a stylish flacon, the flower is attached to a cotton wick which soaks up the coloured liquid so that the ‘rose’ gradually infuses with the juice and changes colour. The Reed Diffuser is an elegantly designed bottle featuring black and white wicks to blend into a home setting.
What’s more, the launch of the new collection sees Air Wick introduce its first lidded candle in the UK – the stylish lid will protect the candle and maintain its fragrance and colour.
Each format is available in four fine fragrances covering the most popular perfume buckets:
• Water Iris & Night Orchid
• Luscious Fruit & Exotic Wood
• Vanilla Bean & White Truffle
• Cinnamon Chai & Smooth Cream
Jérôme Lemaire, RB UK Marketing Director, says: “The needs of the Air Care shopper have evolved: they are not only looking for fragrances but also decorative solutions at affordable price points. As market leader, Air Wick is capitalising on this trend and aims to breathe a fresh lease of life to the Main Aisle with the launch of the Home Signature collection.”
Hitting shelves from January 2016, the Air Wick Home Signature collection will be available from major multiples including Tesco, ASDA, Sainsbury’s, Morrisons and Wilko.
* Candle and Reeds value sales in total Air Care – Nielsen data, latest MAT ending 12.12.2015
** MRRP is a recommended retail price only. Retail pricing and ranging decisions are at the sole discretion of the retailer.