Following major success in USA and Australia, the UK air freshener category is about to experience a game changing new arrival with the launch of Air Wick Wax Melts – the first time in the UK*1 that consumers can enjoy the warmth and fragrance of a candle, without a flame.
Candles are now the biggest segment in the UK air care category with a value of £105 million*2 and the segment is growing (currently 10%*3). As key player in the category*4, Air Wick is consistently at the forefront of innovation, developing Air Wick Wax Melts as a complementary fragrance solution for consumers looking for that feeling of indulgence they get from candles but in a new and convenient format.
The Air Wick Wax Melts range comprises an attractive electric warmer and sticks of highly fragranced wax that gently melt in the warm bowl to release up to 20 hours of fragrance per wax stick.
The ‘starter kit’ includes the elegant black ceramic warmer, with its classic styling (which has a 1.6m cord and plugs in to any standard outlet) and has an on/off switch for ultimate control and convenience. The kit also includes three bars of wax melts (giving up to 60 hours of fragrance).
Going into stores from September, Air Wick Wax Melts will be available in the Life Scents range of fragrances, the revolutionary concept launched earlier this year. Life Scents uses the latest in fragrance technology to deliver a truly multi-dimensional fragrance that, for the first time, recreates the layered fragrance experience we get from nature, giving consumers an ever-changing fragrance that retains its freshness over time.
The initial launch support activity will break in October with a +£1 million marketing campaign including TV and significant in-store presence. Activity will continue throughout the peak season for candle sales.
The starter kit will be available at £10.99 MRRP in both Summer Delights and the seasonal Mulled Wine by the Fire fragrances. Refills of 6 bars (up to 120 hours of fragrance) are available separately at £5 MRRP and will be available in the Life Scent fragrances of: Summer Delights, the evocative Mum’s Baking, Vanilla Dreams, the cool blue of Turquoise Oasis and the winter warmer Mulled Wine by the Fire.
The introduction of Air Wick Wax Melts to the UK market creates a whole new segment*5 bringing excitement to the category which is set to drive continued growth and market penetration. With its premium positioning and great range of fragrance choices, Air Wick Wax Melts also adds innovation to the air freshener fixture.
*1 First time with an electrical warmer in grocery multiples.
*2 Source: Nielsen: value sales 52 weeks ending 04.07.2015 (including Home Décor and Main Aisles)
*3 Source: Nielsen: value sales growth 52 weeks ending 04.07.2015 (Main Aisle only)
*4 Source: Nielsen: value sales £111M latest 52 weeks ending 04.07.2015
*5 Launch of Air Wick Wax Melts will create a new segment in Main Aisle of UK retailers