Lenor Laundry

However, a sales value of £93.5m for 2007 did mean the brand crept a couple of places closer to rival Unilever's fabric softener Comfort. Lenor is now just five positions behind Comfort, which dropped three positions to rank at 64.

Lenor's performance was also a positive u-turn from its sales showing the previous year, when it saw a decline of 6.7%, and can be attributed to a couple of high profile launches.

The beginning of the year saw the launch of Lenor with Febreze (launched simultaneously with Ariel with Febreze). This premium priced product, together with the Ariel launch, was supported by an £8.5m investment.

According to Paul Lettice, trade communications manager at P&G, big brand collaborations are a lucrative opportunity: “Multi-brand marketing strategies are a proven concept to drive both profits and sales.”

In summer 2007, the launch of Lenor concentrate also drove consumer interest. This product tapped into consumers' interest in all things environmental, with Lenor highlighting the sustainability benefits of using concentrate, which it said meant 70% less packaging and 40% less water, and less trucks on the road to transport it.

2007 £93.5m
2006 £85.7m
yoy change 9.1%