Lenor is rolling out a new range of fabric conditioners, inspired by nature, specifically designed to respond to consumer demand for scents that reflect outdoors.
The new Lenor ‘Inspired by Nature’ collection of fabric conditioners are available now and come in three scents: Deep Sea Minerals, Silk Tree Blossom and Shea Butter.
Offering consumers the feel-good factor of nature and providing them with long-lasting freshness, the new range uses Lenor’s Scent Bubbles to release scent throughout the day when clothes are rubbed.
Cristina Sztoika, Lenor brand manager at P&G, said: “It’s been a phenomenal year as we now represent 28% of the liquids market (IRI 25th February 2017). This is due to the success of our anti-aging three technology, which hit the market last year and continues to go from strength to strength. We’re extending our existing portfolio as there is currently a huge opportunity being missed within the category due to the perceived strength of the scents currently on offer. Almost a quarter (21%) of non-fabric enhancer users don’t buy it because they think the scents are either too intense or do not smell natural.
“With our new Lenor Inspired by Nature collection, we are aiming to grow the category further and drive opportunities for retailers by providing shoppers with nature-inspired scents from a brand that’s renowned for its long-lasting freshness versus competitors.”
The new Lenor Inspired by Nature range is being supported with a heavyweight marketing and PR campaign, which is live now and will run throughout the rest of the year on both terrestrial and digital channels.