Reckitt launches Airwick freshner range

by Irangika Range

Reckitt Benckiser, launched its new range of "Airwick" a modern format of air fresheners at the Hilton yesterday.

Airwick, is a re-branding of Haze, the well-known brand name in the air freshener industry. It is also the number one air freshener brand in Europe. The new Airwick range comprises of three products; air fresheners in the forms of aerosol sprays, crystal light (ornamental gels) and electricals.

Head of Marketing at Reckitt Benckiser Bertram Paul, said that the company has been recorded 43 percent growth in first quarter of this year compared to the first quarter of 2004.

Their brands have also shown a growth of 58 percent in 2004 when compared to 2003. The company is targeting to grow by 50 percent in 2006.

Paul said that the company manufactures 80 percent of its products locally and today it is a market leader of some key categories such as Mortein, Dettol, Disprin, Harpic, Lysol.

He said that the local air freshener market is still in its infancy using outdated formats and low penetration. "Sri Lanka is definitely ready to embrace a new range of air fresheners in modern formats. "Our modern trade or supermarkets are well developed and high end consumers are willing to pay to ensure that their homes and offices are invitingly fragrant".

This new range is especially handy to the house-proud homemaker who takes pride in good housekeeping and to those that an odour free, fragrant environment is of great importance. Airwick will enable you to be confident that your home or office will always be fresh and inviting.

Electricals are electric plug-in air fresheners, the first of its kind in Sri Lanka. The Electrical comes with a heater, which allows the fragrance to envelop the room.

They last for 1200 hours, which is 12 hours per day for 100 days and are available in the fragrances of green tea, lavender and aqua floral.

The second product in this new range is Crystal Light, which is both ornamental and scented. It is a highly concentrated aroma gel within a crystal like case, which can be hung by a cord or placed upon a surface.