Last year Procter & Gamble extended its Fairy laundry brand to include a fabric softener. Mothers concerned for their babies' sensitive skin, have always had an affinity with the brand so the addition made sense, according to Procter & Gamble. It boasts that the softener has been dermatologically tested to leave clothes suitable for sensitive skins, and is gently scented to be easy on a young child's nose. It also carries the seal of approval from Allergy UK and has the support of the Royal College of Midwives.
Odour neutraliser Oust was launched nearly a year ago and had a big marketing push at the start of last year, helping it to sales of £18.6m by October [The Grocer Top Products Survey 2006]. Rather than just masking nasty whiffs with an artificial scent, the brand kills airborne odour-causing bacteria before the fresh scent of Floral, Citrus or Outdoor kicks in. As well as a spray, Oust comes in a fan format, which blows scent around a room, and in a wall-mounted push-button dispenser. It also comes in a fragrance-free version and a portable mini spray.
?The launch of Kleenex Anti-Viral last year offered consumers a premium addition to the tissues category. The producer claimed the tissues contained ingredients supposed to help kill cold and flu viruses. The products consists of three-ply tissues with a middle layer that traps and kills 99% of cold and flu viruses before they spread.
Procter & Gamble launched its Lenor and Ariel with Febreze effect earlier this year, with the line: 'surround yourself with freshness'. The company hopes the new range will encourage shoppers to trade up and boost value in the mature category. The idea behind the newcomer is to offer extra-fresh fragrance.
Odour neutraliser Oust was launched nearly a year ago and had a big marketing push at the start of last year, helping it to sales of £18.6m by October [The Grocer Top Products Survey 2006]. Rather than just masking nasty whiffs with an artificial scent, the brand kills airborne odour-causing bacteria before the fresh scent of Floral, Citrus or Outdoor kicks in. As well as a spray, Oust comes in a fan format, which blows scent around a room, and in a wall-mounted push-button dispenser. It also comes in a fragrance-free version and a portable mini spray.
?The launch of Kleenex Anti-Viral last year offered consumers a premium addition to the tissues category. The producer claimed the tissues contained ingredients supposed to help kill cold and flu viruses. The products consists of three-ply tissues with a middle layer that traps and kills 99% of cold and flu viruses before they spread.
Procter & Gamble launched its Lenor and Ariel with Febreze effect earlier this year, with the line: 'surround yourself with freshness'. The company hopes the new range will encourage shoppers to trade up and boost value in the mature category. The idea behind the newcomer is to offer extra-fresh fragrance.
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