Lenor is urging consumers to ‘turn their Fresh Sheet Day into their Fresh Sheet Week’ this autumn, with a technology upgrade across its Classic and Infusions ranges, backed by a comprehensive consumer marketing campaign.
As before, the perfume capsules diffuse through clothes during the wash and then, through touch, movement or heat, burst individually, each time releasing an invigorating waft of scent. However, the new The Dual PMC formula upgrade sees a second perfume note also introduced to the formula, enriching the scent each time it releases.
The upgraded technology is being rolled out across the entire Lenor portfolio, which includes a new addition to the Infusions range this autumn, Pink Topaz and Magnolia, available in 750ml and 1.16L packs. The new scent brings a lighter-scented fabric enhancer to the Infusions potfolio.
The campaign covers all Lenor Classic and Infusions SKUs and coincides with a performance upgrade to the brand’s perfume micro capsule (PMC) technology.
Paul Lettice, Head of Trade Communications for P&G, says: “The upgrade to our PMC technology is sure to appeal to consumers who are increasingly on the look-out for an enhanced fabricare experience. Backed by a comprehensive above-the-line marketing campaign and yet another piece of innovative NPD, this autumn looks set to be a strong one for Lenor.”
