P&G sniffs out new aircare products

P&G has unveiled a line-up of innovative air care products as part of a major range extension for its leading brand, Febreze.

Available now, the new Febreze 2X Scent is inspired by exotic scents from around the world. This new collection is made using P&G’s innovative OdourClear technology. On shelf now, it comes in four scents – Thailand Escape, Caribbean Escape, Oriental Escape and Himalayan Escape. The OdourClear technology eliminates and cleans away tough and lingering odours to leave a light, fresh scent.

Further bolstering the portfolio, Febreze 2X Odour Elimination sprays launch two new products. The powerful 2X brand is designed for heavy duty jobs and there are now bespoke Febreze 2X Pet and 2X Anti-Tobacco Elimination aerosols available to get rid of the stubborn odours left around the home from pets and smoke.

In addition, Febreze has also launched a new Lenor April Fresh scented range which includes aerosols, a plugin starter kit and refills, as well as a car and fabric refresher spray.

The latest launches will be supported by a heavyweight marketing campaign, including TV advertising running across terrestrial and digital channels throughout 2018. High impact POS, including FSDUs, have been created for retailers, to ensure maximum visibility in store.

Alexandre Thirion, Aircare Brand Manager for P&G UK & Ireland, said: “There is a growing demand from households for effective Air Care products. Having invested heavily in the category over the past year to bring new technologies to our products, we are excited to be offering people even more choice in 2018.

“By introducing this latest innovation in the run up to Spring, a major sales opportunity for the Homecare category, we hope to drive sales for retailers. We have high impact POS available for stand-out displays in store and the brand will be on TV throughout 2018 to keep Febreze front of mind with shoppers.”

“We remain committed to continue to innovate the Air Care category and make the process of cleaning a house easier and quicker. It’s vital we listen to consumers and react quickly to evolving shopper need states. By investing in insights and innovation such as our OdourClear technology and bespoke products such as pet and tobacco eliminators, we look forward to bringing effective solutions to market to help further grow the category in 2018 and beyond.”