The UK’s largest home fragrance brand Air Wick is setting its sights on giving shoppers a decorative solution in the main aisle and driving incremental purchase in this sector with its newest launch, the Life Scents Décor Pillar Candle.

The new format sees the brand using new technology to deliver a candle which melts uniformly when burning, helping to avoid dripping and the frustrating ‘tunneling’ effect. The premium look and feel of the uniquely crafted Life Scents Décor Pillar Candle (MRRP £8) means consumers are able to enjoy both a decorative homeware accessory and a practical, problem-solving purchase.

The Décor Pillar Candles form part of Air Wick’s popular Life Scents™ sub brand, which launched in 2015 across main Air Care formats. The launch marked a huge step forward for home fragrance technology, as the multi-layered scents create a unique experience, closer to aromas found in nature, due to their constantly changing notes.

With an impressive burning time of up to 40 hours, the Décor Candles fill the home with longlasting fragrance. The brand is introducing two variants, with the view to bringing out seasonal fragrances later in the year:

Summer Delights – a firm favourite in the Life Scents™ portfolio which blends white florals, fruity melon and vanilla

Vanilla Treats – a sweet treat with whipped cream, cupcakes and raspberry jam notes to brighten the home This decorative candle with its unique burning technology and fragrance has been on shelves since January 2017, the Life Scents Décor Pillar Candles are available from major grocers including Sainsbury’s, Morrisons and Wilko. They will be supported by in-store activity and promotions from February onwards providing more consumer choice in the main aisle for consumers wanting longer burning hour candles that are an attractive, decorative fit.

RECKITT BENCKISER

www.rb.com

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