P&G has unveiled yet another step-change for its air care brand, Febreze, with a technology upgrade across its entire portfolio and three new ranges of functional products, designed to engage with new shoppers and increase market penetration.
On shelf now, new Febreze with OdourClear technology is the brand’s most advanced formula, developed to eliminate and clean away tough lingering odours, leaving a light fresh scent. This latest innovation from P&G will be available across Febreze’s range of air fresheners, fabric refreshers, plug-ins, car clips and its new pet and anti-tobacco collections.
Together with the brand’s two new heavy duty variants offering up to 2X the odour elimination, the range provides the opportunity to drive incremental growth to the category.
Alexandre Thirion, Aircare Brand Manager for P&G UK & Ireland, says: “We know that 26% of consumers are leaving the category every year due to the current offering in the market not meeting their needs. Our unique OdourClear technology is a great example of a product born out of understanding what consumers are asking for and investing in innovation to deliver this.
“Spring is a major sales opportunity for the homecare category, with air care in particular an important segment for convenience and forecourt retailers to stock, as for many it can be a real impulse purchase. We recommend that retailers make the most of the POS materials available for Febreze and utilise secondary sites where appropriate, to ensure maximum visibility.”
“At P&G we aim to make the homecare category more exciting and make the process of cleaning a house an easier and faster task all round. Ultimately, we want to evolve our products as consumer needs change, and we will do this by continuing to introduce breakthrough and relevant innovation that delights the consumer and helps grow the overall homecare category.”