This Summer sees the launch of a new concept in home fragrance with the introduction of Air Wick Essential Pearls, which utilises fragranced gel. The new candle has a base of fragranced gel in which sits attractive pearls containing luxurious essential oils, and as each pearl melts it releases an additional burst of fragrance that boosts the scent in the room.
Air Wick Essential Pearls is not just about home fragrance but also about creating and enhancing a room’s atmosphere – as it burns the transparency of the innovative gel candle enhances the candle’s light dispersion to create a beautiful translucent glow. The new candle’s superior fragrance and contemporary visual design ensures it will be the perfect finishing touch for any room and will appeal to the candle buying consumer for whom fragranced candles must be more than just an air freshener. The launch will be supported with over £1.5m media investment from October.
New Air Wick Essential Pearls, RSP?£7.99, is available in four exciting and luxurious fragrances:
• Amber Mandarin Glow
• Scarlet Frosted Mulberry
• Purple Blackberry Fig
• Mulled Wine & Cinnamon Apple
In RB customer research 98% of consumers like the overall look and glow of Air Wick Essential Pearls and 68% believed it was better than other scented candles. This customer satisfaction coupled with the fact that 64% of shoppers are keen to try out new products (growing to 70% in families) means that this new candle innovation represents a significant opportunity for retailers (Product Home Use Test Research, October 2012).
“This is yet another innovation from the Air Wick brand and a really exciting product for RB. Our continued investment in the Air Wick brand has made this a really dynamic sector and we are continuing to see growth being driven by innovative products. Our new Air Wick Essential Pearls taps into current customer desire for exciting products and finishing touches for the home. Visually it is a completely new way to fragrance the home and in tests it exceeds consumer expectations,” said Jerome Lemaire, Marketing Director, RB UK.
Reckitt Benckiser
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