Procter & Gamble has relaunched fabric conditioner brand Lenor with a new formula that can make sheets “feel fresh for a week”.

A second perfume note had been added to the formula - being rolled out now across the Lenor portfolio - to make sheets smell fresh for a week rather than just a day, it claimed.

P&G is backing the relaunch with a Fresh Sheet Week campaign starting next month that includes TV, print, digital and in-store activity.