P&G aircare brand Febreze is aiming to drive growth across the in-car segment this summer, with a product upgrade and packaging refresh that will roll out across its premium Car range.

The full line-up will see an increased shelf life from the current 60 days to 70 days, while a switch to blister packs on refills and decorated devices is set to create better impact on-shelf and allow consumers to easily select the design that they feel best fits into their car. Clamshell packs will remain on starter kits.

As well as the additional longevity a new intensity control allows users to ensure the scent isn’t overpowering.

The new Febreze Car refresh includes an updated range of scents that score higher amongst both existing and non-users than the current line-up. Meanwhile, the new decorated devices now feature stronger visual designs, including clearer differentiation between SKUs aimed at male and female consumers respectively.

The refreshed Febreze Car portfolio will be marketed under a new strapline, ‘Eliminate odours and bring the fresh air in’, with dedicated POS available for retailers. The new-look packs are also set to further differentiate Car from Febreze’s vent-clip range, which launched as an entry-level proposition last summer.

Will Herbertson, brand manager homecare UK & Ireland, said: “P&G has been driving growth across the in-car segment since launching Car in 2012. On top of the release of our vent-clip collection last year, this latest upgrade to our premium SKUs demonstrates how much potential we see in this area of the market.

“In-car aircare is an important category for convenience and forecourt retailers to stock, as for many it can be a real impulse purchase, ultimately helping to drive incremental sales. We would recommend that retailers make the most of the POS materials available and utilise secondary sites where appropriate, to really ensure maximum visibility around their store.”

The new Febreze Car range is now available across all channels, with an RRP of £4.99 for starter kits and £3.99 for refills.

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