P&G is expanding its fabric enhancer portfolio with the launch of the Lenor Parfum des Secrets collection, now available in the grocery channel.

Lenor Parfum des Secrets is a new collection of sophisticated Fabric Enhancers that feature intense, seductive scents. The range includes four new Secrets scents; Mystery, Dazzle, Blush and Kiss.

Using science and artistry to create a breakthrough formula, the collection has been formulated to combine Lenor’s traditional conditioning benefits with longer lasting, captivating fragrances.

Each fragrance has been cocreated with the top three perfume houses in the world to offer unique scent characteristics, providing an alluring perfume for customer’s clothes. The new fabric softeners have an RRP of £8 and are available in 1L bottles, which were created by a beauty designer, with inspiration from fine fragrance.

The launch is being supported by a huge media campaign, including a brand new 60 second TV advertisement featuring a ‘Red Riding Hood’ tale from Lenor, which will be shown in cinemas, and utilised in print fashion titles and digital media.

Laura McIlwaine, Fabric Enhancer Brand Manager, P&G, said: “As part of its heritage, Lenor has always embraced the importance of freshness, enhancing how we feel in our clothes with lasting clean scent and maintaining fabric’s soft touch. Innovation sits at the heart of P&G and here we’ve combined science and artistry to create a breakthrough formula for the Lenor Parfum des Secrets collection. We’ve had fantastic feedback from shoppers so far and the contemporary design of the bottles ensures they will stand out on shelves, offering a luxurious fabric softener alternative to grocery shoppers.”

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