The UK’s Electrical Air Care category is set to be transformed thanks to a breakthrough launch from Air Wick that will allow consumers to take control of the intensity of their home fragrance. UK’s No.1 Air Care brand is set to revolutionise the way shoppers experience scented oils by putting to bed a key unmet need: consumers want an electrical gadget that gives them the ability to control the fragrance intensity according to their room’s size and taste requirements.
The NEW Air Wick electrical plug achieves this with five times more fragrance control. The sleek design of the plug includes a wheel so that heavy users can turn the dial up for 30% more fragrance intensity, and light users can achieve a 30% more subtle effect by turning the dial down.
Liquid Electricals, the biggest segment worth £73m in sales, is currently declining at -2% YOY; yet as the market leader and the only growing brand in this category (+3%), Air Wick is looking to shake up the sector and turn the dip in sales firmly on its head with this innovation*.
Launched in Jan 2015, Life Scents delivers a truly multi-dimensional scent that, for the first time, recreates the layered fragrance experience we get from nature. In 2016, Air Wick is expanding the Life Scents offering to three new fragrances that are well known from English shoppers**:
• Linen in the Air – a blend of crisp linen, green apple and fresh air
• Sweet Lavender Day – a bloom of lavender petals, red currant and spun sugar
• Spring Forest Walk – an infusion of dewy leaves, blackberry and wild rosemary
In-store from January 2016, starter kits of the Air Wick Life Scents electrical plug in and new fragrances will be available at £7.00 MRRP5 from major multiples including Tesco, ASDA, Sainsbury’s, Morrison’s and Wilko.
Jerome Lemaire, RB UK Marketing Director, says: “In 2015 we revolutionised the category by delivering a more true to life multidimensional fragrance experience with the Life Scents range.
We are confident that we will continue to transform the category and drive footfall to the Air Care aisle as this new breakthrough innovation will provide users with the most adjustable and personalised fragrance experience they desire.”
The launch will be supported with a £1.5m marketing campaign across TV and digital. The TV creative will aim to educate shoppers on the new feature of the plug and break down the key barriers of fragrance intensity.
* Nielsen data, latest MAT ending 12.12.2015
** Linen and Lavender are top selling fragrances in Liquid Electrical according to Nielsen data MAT ending 12.12.2015