The Air Wick Life Scents range is hoping to sniff out success with the launch of what is claimed to be the only air freshener that combines a selection of changing aromas within one fragrance.
Reckitt Benckiser is due to roll the range out to major retailers in the coming weeks. The product uses patent pending technology that presents a collection of notes or ‘accords’ which remain separate, so that different scents are released in no particular order.
“Because these accords are constantly ‘fighting’ each other for dominance, users experience multi-dimensional fragrance in the same way that they perceive scents in everyday life,” Jerome Lemaire, RB UK marketing director said.
Described by RB as the ”biggest development in the brand for many years”, Life Scents is being supported by a £4 million cross platform marketing campaign including TV, digital, social, out-of-home, and in-store activity which will begin in early spring.
Appearing in key scented oil plug-ins, Freshmatic autosprays, reed diffusers and colour changing candle formats, the products will be available in new fragrances including Summer Delights (white flowers, melon and vanilla orchid), Mystical Garden (raspberry, rose and marshmallow), and Turquoise Oasis (driftwood, sea spray and warm breeze), plus seasonal fragrance introduction.
“We are very excited by this new range,” Lemaire added. “Air Wick Life Scents is the first major advance in fragrance technology for a decade or more, and is a completely new way of presenting air care fragrance that meets consumers’ aspirations for a natural fragrance.”