Following the success of the Outdoorable launch in 2021, 3 new scents have been created for consumers seeking an more indulgent, exotic scent experience
Nothing beats the freshness of line-dried laundry, but that isn’t always possible in the UK. No matter the season, there is always the chance of a downpour. So, if we can’t trust the weather, we can now trust the freshness of Lenor Outdoorable all year round. Its innovative SolarDry™ technology mimics the effect of sunlight on wet fabrics, giving you freshness as if dried outside even indoors whilst also combating damp and musty odors.
Awarded the #1 FMCG launch by Kantar in 2021, Lenor Outdoorable already makes up 7% of the fabric softener’s category (Kantar, Spend £, 04.09.22). Lenor is investing in the category by delivering continuous scent innovation to expand the appeal of Outdoorable to new shoppers, such as those who are after more indulgent, rich and perfume-like scents.
The three new Outdoorable scents are:
Moonlight Lily is a rich, floral, oriental scent. Lilies, amber and sparkling spices will transport the senses to a glamourous nighttime adventure.
Northern Solstice is a fresh, airy and energising scent. Crisp notes of fir and pine will transport you to a snow-covered forest, as the sky fills with the magic of the Northern Lights.
Tropical Sunset infuses your laundry with a happy, fruity and tropical scent. Sweet notes of watermelon, melon and mango whisk you off to a distant, sun-kissed land.
Roberta Rampazzo, Lenor Senior Brand Manager said: “At Lenor we always endeavour to raise the bar on the freshness experience consumers can get. When it comes to laundry, line-dried freshness is the standard of excellence. Outdoorable has been designed to step-change the freshness of your laundry, with unique SolarDry™ technology that mimics the effect of sunshine on wet fabrics when they dry outdoors. That’s why Lenor Outdoorable is already loved by 2.8 million households in the UK (Kantar, Household Penetration, 04.09.22). The launch of the new scents, including new Fairy Outdoorable, aims to double the reach of the Outdoorable segment by 2024.”
Continuing, she adds: “With the winter months upon us, consumers are drying indoors even more but we know this often leads to clothes taking longer to dry and smelling musty. Outdoorable is uniquely designed to prevent the build-up of musty and damp odors and will fill your home with that incredible fresh-air smell of clothes that have been dried outside. – it’s a true gamechanger for indoor drying”.
The new Lenor Outdoorable scents are available in retailers now, including ASDA, Morrisons, Sainsbury’s and Tesco, for 35-washes at £2.50 RRP*.
*All pricing and promotion is at the sole discretion of the retailer. P&G only recommends.
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