Lenor adds “super premium” range – Lenor Infusions

Lenor has teamed up with a worldwide leading fragrance house to create an exciting product that promotes the well loved and sumptuous softness of Lenor together with seductive, luxurious new fragrances.

P&G introduced its first premium fabric conditioners in 2007 with Lenor with Febreze and Lenor Crushed Silk and Jasmine, counting with very strong trade support and delighting consumers since launch.

Now, Lenor is launching its super premium range “Lenor Infusions”, another positive move to seduce consumers and encourage them to trade up to more premium quality products, driving the switch to the concentrate format and bringing increasing profits for retailers.

The new Lenor Infusions packaging will communicate bold, vibrant features on-shelf, moving beyond the traditionally neutral tones of the category, and seeking to attract consumers to trial the new range.

Striking new packaging will be supported with strong point of sale for maximum in-store standout. The smaller pack format is also beneficial to retailers as it gives the opportunity to increase profits by maximising available shelf space, driving consumer awareness and building on the existing heritage of the Lenor brand.

Paul Lettice, Trade Communications Manager at P&G comments: “We are confident the launch of Lenor Infusions will help to make the task of washing a more glamorous, invigorating experience for consumers with the 'infusion' of premium fragrances and sumptuous softness of Lenor.”

“In answering consumer demands for environmentally friendly products, the Infusions range not only invigorates and softens clothes to the highest Lenor standards, but is also more sustainable, using up to 70% less packaging per wash when compared to regular Lenor, which in turn means fewer lorry loads on the road. Lenor Infusions is a great opportunity for retailers to boost their laundry profits and drive incremental value.”

With a RRP of £1.99, Lenor Infusions' luxurious fragrances suit every mood. These new Lenor concentrate variants are available in 750ml bottles of lush Black Diamond & Lotus Flower, Ruby Jasmine, Amethyst Rose and Sapphire Violet.

Lenor is generating one of the biggest initiatives in the past two years to even better meet the evolving needs and desires of the modern consumer, supported by innovative marketing and associated campaigns including Word of Mouth, TV, print, online and PR ensuring that everyone is 'Seduced by New Lenor Infusions'.

For all stocklist enquiries please call 0800 597 3388.