Air Wick melts

Reckitt Benckiser (RB) is launching the UK’s first fragrance ‘candle’ that releases its scent without a flame.

Air Wick Wax Melts, which launch next month, comprise an electric warmer that holds sticks of fragranced wax that melt in the warmer’s bowl, with each stick lasting up to 20 hours.

RB will offer a starter kits (rsp: £10.99) containing the black ceramic warmer and three bars of wax in one of two flavours: Summer Delights, and Mulled Wine by the Fire. Refills of six wax bars (rsp: £5) will come in three further flavours: Mum’s Baking, Vanilla Dreams and Turquoise Oasis.

The launch will be supported by a £1m-plus campaign including TV and in-store activity.

RB said candles were now the biggest segment of the air care category – worth £105m and growing 10% [Nielsen 52 w/e 4 July 2015].