Jeyes has launched a £1.5m marketing push for its Sen'chi premium aircare range and modified packaging after some retailers reported high breakage levels.
Kicking off this week, the five-week TV campaign carries a 'Beautiful fragrances for beautiful homes' theme and focuses on the range's most unusual format, the spiral pendant.
The aim is to highlight the product's aesthetic appeal and to build on the current fascination for interior design.
Launched last October, the range also consists of candles, plug-in diffusers and refills in two fragrances ­ Chara, described as "warm and sensuous", and "cool, fresh" Kyma. The new, more robust frosted cartons sport simple bold colours.
The company claimed the range had already achieved distribution in 50% of possible outlets. Marketing controller Simon Mitchell said Sen'chi tapped into a demand for fine room fragrances.