Lenor, P&G’s popular fabric conditioner, is expanding its Lenor Super-Concentrate fabric conditioner portfolio with the launch of three new limited edition scents created in collaboration with British fashion icon, Giles Deacon.
Rolling out from February, the three new scents, Ruby Jasmine, Yellow Zephyr and Topaz & Magnolia, each come in a 925ml bottle with an RRP of £3.50. The new range boasts the brand’s FRESHLOCK™ technology, which uses perfumed micro-capsules which are deposited onto clothes during the last stages of the wash cycle for longer-lasting freshness. The Super Concentrated formula also allows consumers to dose less fabric conditioner in a wash without compromising on freshness intensity, gaining 30% more washes per litre.
Yilmaz Erceyes, P&G Brand Manager Fabric Care UK & Ireland, says: “We are really excited to be partnering up with renowned fashion designer Giles Deacon. His unique style has helped bring the feeling and ‘look’ of all-day freshness to life through eye-catching designs that capture Lenor’s fun side. Retailers can expect to see an uplift in impulse sales as the new limited edition scents become the next must-have in shoppers’ baskets this Spring.”
As part of the collaboration, Giles Deacon drew inspiration from Lenor’s appealing fragrances to create ‘The Dress for Yes collection’, composed of 10 looks which boast acid bright colours, bold prints and varying hemlines; designed with the versatility to seamlessly take the wearer from day through to night.
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