Air Wick set to ‘Brighten Up Air Care’ with the introduction of new Touch of Luxury fragrances for Spring – driving category growth for 2011

No one knows more than RB that fragrance news is key in driving category growth in Air Care, which is why Air Wick has been at the forefront of fragrance innovation. Building on the success of its Wrap Your Home in Luxury winter campaign, Air Wick has launched its new Touch of Luxury Spring Collection with an exciting new £1.2m advertising campaign, the first to include the new ‘Something in the Air Wick’ strap line.

Luxury has been traditionally represented through indulgence and extravagance, which Air Wick has delivered for the home in an accessible and affordable way. In 2011 Air Wick is tapping into the latest ‘silent luxury’ trend, which mirrors activity in the beauty and fine fragrance markets – understated indulgence that is light, pure and importantly ‘inspired by nature’.

The two new fragrances perfect for Spring 2011 are Exotic Bamboo & Lotus Flower and Precious Silk & Oriental Orchids, and they will be available across the Air Wick range, including Plug ins and Autosprays.

RRP ranges from £1.19 for the base aerosol through to £14.29 for the Freshmatic Max iMotion. The range will be widely available across all retailers.

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