Lenor Infusions premium variants are launched

The new range includes three energising scents: Burst of Sunshine, Breath of Fresh Air and Barefoot in the Grass. With scent being incremental to a shopper’s purchasing decision according to Habits and Practices Study 2007, ‘Lenor Infusions’ has gone one step beyond this thinking and developed a range that combines both long-lasting freshness and irresistible fragrances, delivering great performance for the shopper.

Lenor’s new “Touch Effects” technology works through Perfume Micro Capsules which are deposited on fabrics during the fluid rinse of the washing cycle. The micro capsules are retained on the clothes and break upon friction and wear when they release their fragrance into the air. This ensures that the perfume distribution extends to a longer period for consumers, giving them 4 times longer lasting freshness when wearing clothes compared to regular Lenor concentrate variants.

Paul Lettice, Trade Communications Manager at P&G comments:
“The new Lenor Infusions packaging will communicate bright, vivid features on-shelf which will drive the visibility of the product and dilute the bottom shelf in order to create an eye-catching point of sale. The smaller 750ml concentrate will also be beneficial to retailers as it provides an opportunity to increase profits by maximising available shelf space, driving consumer awareness and building on the existing tradition of the Lenor brand which delivers on a key consumer need - the requirement for softness with uplifting freshness experiences”.


With a RRP of £1.99 for 750ml, the new range is available in 750ml and 1.5L bottles of refreshing Burst of Sunshine, Breath of Fresh Air and Barefoot in the Grass variants.

The launch of the new ‘Lenor Infusions’ range will be supported by circa £6 Million marketing spend and associated campaigns including innovative POS, Word of Mouth, TV, print, online and PR.

For all stockist enquiries please call 0800 597 3388.