Ambi Pur, the expert in home fragrance and ambience creation, launched a new and exciting range of natural scents inspired by the world last year. The range captures National Geographic’s exploration of the world’s most beautiful places and experiences of some amazing fragrances, so you can enjoy these authentic and natural scents in your own home.
The National Geographic range is currently at 90% Category Weighted Distribution and the range itself has a 9.3% share of total plugs, of which Ambi Pur is the market leader in the sector (IRI data 12 w/e 26/12/09).
The launch of the National Geographic range was the biggest Air Care launch of 2009, with annualised sales of £4.6m. The shopper of the National Geographic range is also younger and more affluent than the average plug-in shopper.
Ambi Pur launched the fragrance range with two natural scents available: Japan Tatami and Nevada Desert Flower, currently available in a single perfume plug, 3volution and Candles. Now, the successful National Geographic range has been added to with a fourth format – a natural reeds diffuser. A first for the brand, the reeds diffuser is available in Japan Tatami and Nevada Desert Flower. The reeds naturally absorb perfume from the bottle and release it gently into the air to fragrance the entire room. The launch of the reeds will be supported in March with a £1.5million TV and press campaign.
A third natural scent has also been added to the range. Alaska Glacier Bay is a subtle and fresh fragrance inspired by oceanic glaciers and the crisp arctic breezes, with light floral notes from the surrounding forest.
Alaska Glacier Bay can be experienced in an Ambi Pur single perfume plug-in and in a 3volution refill. The Ambi Pur 3volution plug-in combines three alternating but complementary scents that are released in a continuous cycle, one after the other, every 45 minutes so you never get used to the fragrance and can enjoy it again and again and again.
The two original scents, Japan Tatami and Nevada Desert Flower, are both inspired by tradition and natural wonders.
Japan Tatami is a fresh and soothing scent inspired by the Igusa grass, traditionally used by the Japanese to make Tatami mats. This authentic fragrance has a fresh scent with dry herbs and chamomile touches, and will bring a sense of harmony and serenity into your home.
Nevada Desert Flower is a delicate floral fragrance inspired by the natural wonders of the Nevada desert, where the Nevada desert flower only has a chance to bloom when winter rains are heavy. Its rare scent, now captured by Ambi Pur, combines the sweet notes of apricot and green herbal notes enhanced with fresh spices.
All of the fragrances in the National Geographic range are made with natural essences to offer authentic scents. The scented candles are made with natural vegetable wax and are set in frosted glass with a stylish design etched around the jar. The National Geographic home fragrance range is packaged in recycled, recyclable and biodegradable materials.
Ambi Pur Tel: 01753 523971 www.world-scents.co.uk