P&G is launching a new Spring collection across its range of Febreze and Ambi Pur air fresheners. The activity aims to reinforce the brand’s ‘odour elimination equity’ and drive trial by making the most out of one of the highest purchasing peaks for the Air Care category.
Available from January, Febreze’s Spring Collection offers three new scents – Freesia Bloom, Vanilla Flower and Lotus Verbena – across Febreze aerosols, multipurpose home fragrance, candles, Set & Refresh, reeds, car, Ambi Pur 3Volution and single-chamber plug-ins. In addition, and following extensive consumer research which revealed a trend for decorated candle jars, the launch will also see Febreze revamp its candle proposition.
Will Herbertson, Home Care Brand Manager at P&G UK & Ireland, says: “Launching new collections at key times of year is a great way to attract new shoppers into the category. We are confident the new range will be a hit with shoppers, and we would encourage retailers to use the new scents to create in-store theatre around the Home Care category during the key spring cleaning period.”