The UK’s leading home fragrance brand AIR WICK will refresh the main Air Care aisle in the run-up to Christmas with the addition of a new fragrance to its portfolio: NEW Christmas Tree Wishes, expanding its hugely successful Life Scents™ range. Christmas Tree Wishes combines the delicate and festive aromas of fresh cut pine gently blended with cinnamon cookies and firewood. These key notes are based on consumers’ seasonal preferences, and are specifically designed to bring out the festive feeling in every home.
This new variant will sit alongside Mulled Wine by the Fire, the stand-out performer from last winter, which has been reintroduced this year in order to create the optimal festive duo to drive sales with consumers’ favourite Christmas scents. The five months from August to December are pivotal to the seasonal Air Care market, accounting for approximately 60 percent of total year sales.
These limited edition variants are expected to appeal to the 85 percent of existing Air Care buyers that purchase seasonal collections as well as attract new buyers. This is critically important given nearly 30 percent of purchases are driven solely by the Christmas season excitement.
Life Scents™ by Air Wick was launched in 2015 across main Air Care formats, marking a key breakthrough for fragrance technology. The revolutionary multi-layered home fragrance collection creates a unique experience, more true-to-life and closer to what can be found in nature, thanks to its constantly changing notes. It retains its strength and freshness over time.
To bring the festive collection to life, the launch will be supported by a three week TV campaign focused on Wax Melts, sitting alongside a broader integrated campaign comprising bespoke point-ofsales, promotional discounts, off-shelf displays to drive trial, as well as PR and Facebook campaigns to drive wider awareness.
Hitting the shelves from mid-August 2016, the new seasonal Life Scents will be available from major grocers including Tesco, ASDA, Sainsbury’s, Morrisons and Wilko.
AIR WICK UK