Lever Fabergé is rolling out a £5m marketing red carpet to welcome a new Lily and Riceflower fragrance in its Comfort laundry range.
The fragrance, which the company describes as "exotic and modern", is already on shelf in fabric conditioner format as well as in ironing aid Vaporesse, with TV and press advertising, direct mail and instore activity scheduled for next month.
Brand manager Clair Dent said half the decisions consumers made when buying laundry were influenced by perfume.
"For those consumers, novelty and choice are key drivers for buying fabric conditioner," she added. "Comfort is in the trusted position where it can introduce relevant and exciting new fragrances into the market."