Lenor launches three NEW ultra concentrated Outdoorable fabric conditioners to keep the fabric enhancer category booming
Following the success of the Outdoorable launch in 2021, the exotic range has been created for consumers seeking an exotic scent experience.
Nothing beats the freshness of line-dried laundry, but that isn’t always possible in the UK. No matter the season, there is always the chance of a downpour. So, if we can’t trust the weather, we can now trust the exotic freshness of Lenor Outdoorable all year round. The innovative formula and SolarDry™ technology mimics the effects of exotic sunshine on wet fabrics when drying outside.
Lenor is trusted by consumer to deliver scent to match every mood and occasion, with a wide range of fabric softeners, scent boosters, dryer sheets and other fabric enhancer products.
Awarded the number one FMCG launch by Kantar in 2021, Lenor Outdoorable now makes up 10% of the fabric enhancer category. Lenor is investing in the category by delivering continuous innovation to provide more options to shoppers who are looking for an exotic and fresh scent experience.
The three new Outdoorable scents are:
Moonlight Lily delivers elegant, floral and seductive freshness. A whirlwind of lilies, amber and sparkling spices will transport the senses to a hazy world of glamour and temptation.
Northern Solstice is a fresh, airy and energising scent. Crisp notes of fir and pine will transport you to a snow-covered woodland cabin, as the sky fills with the magic of the Northern Lights.
Tropical Sunset infuses your laundry with a bright, fruity and happy scent. Experience a holiday in a bottle as sweet notes of watermelon, melon and mango whisk you off to a distant, sun-kissed land.
Roberta Rampazzo, Lenor Senior Brand Manager said: “At Lenor we always endeavour to raise the bar on the freshness experience consumers can get. When it comes to laundry, line-dried freshness is the standard of excellence. Outdoorable has been designed to step-change the freshness of your laundry, with unique SolarDry™ technology that mimics the effect of sunshine on wet fabrics when they dry outdoors. That’s why Lenor Outdoorable is already loved by 2.7 million households in the UK (Kantar, 07.08.22). The launch of the new scents aims to double the reach of the Outdoorable segment by 2024.”
Continuing, she adds: “Better still, the new scents have an ultra-concentrated formula, making it the most compact fabric enhancer on the market*, resulting in transportation and storage efficiencies. The bottles are also made of 100% recycled** and recyclable*** plastic”.
The Lenor Outdoorable scents are available in retailers now, including ASDA, Morrisons, and Tesco, and in wider distribution in discounter channels from November.
