P&G is adding a "super premium" eco-friendly range of fabric conditioners to its Lenor portfolio backed by a multimillion-pound push.
Lenor Infusions, available in four fragances from this month, uses up to 70% less packaging per wash compared with the regular offering.
The 750ml bottles come in Black Diamond & Lotus Flower, Ruby Jasmine, Amethyst Rose and Sapphire Violet (rsp: 1.99).
The products are packaged in strong colours, including black and silver.
Marketing for the launch kicks off this month including television, print and web, carrying a strapline 'Seduced by New Lenor Infusions'.