Air Wick pure

Reckitt Benckiser is launching ‘dry’ Air Wick aerosol air fresheners in the UK following “major success” in France.

Air Wick Pure, launched in France in April last year, is the first aerosol from the brand made with no added water. It will be rolled out from 24 August in Cherry Blossom, Mulled Wine, Spring Delight, White Vanilla and Mediterranean Sun (rsp: £3.00/250ml).

The range had been developed in response to demand for a spray with “no wet fallout”, said marketing director Jerome Lemaire.

RB expected Pure to “revive” aerosols’ performance and drive significant category growth in the air freshener ­segment, he said.