Lenor launches three Outdoorable fabric conditioners to keep the fabric enhancer category booming – Retail Times

Absolutely nothing beats the freshness of line-dried laundry, but that isn’t often attainable in the British isles. No matter the time, there is generally the chance of a downpour. So, if we just cannot belief the weather, we can now trust the freshness of Lenor Outdoorable all 12 months spherical. Its innovative SolarDryTM technologies mimics the outcome of daylight on damp fabrics, giving you freshness as if dried exterior even indoors although also combating moist and musty odours.

Awarded the #1 FMCG launch by Kantar in 2021, Lenor Outdoorable now will make up 7% of the fabric softener’s category (Kantar, Expend £, 04.09.22). Lenor is investing in the category by delivering continual scent innovation to develop the attraction of Outdoorable to new buyers, this kind of as individuals who are right after far more indulgent, rich and fragrance-like scents.

The 3 new Outdoorable scents are:

Moonlight Lily is a rich, floral, oriental scent. Lilies, amber and sparkling spices will transportation the senses to a glamourous nighttime adventure.

Northern Solstice is a contemporary, airy and energising scent. Crisp notes of fir and pine will transportation you to a snow-protected forest, as the sky fills with the magic of the Northern Lights.

Tropical Sunset infuses your laundry with a delighted, fruity and tropical scent. Sweet notes of watermelon, melon and mango whisk you o to a distant, sunshine-kissed land.

Roberta Rampazzo, Lenor senior brand manager, explained: “At Lenor we normally endeavour to elevate the bar on the freshness experience consumers can get. When it comes to laundry, line-dried freshness is the normal of excellence. Outdoorable has been intended to action-improve the freshness of your laundry, with distinctive SolarDryTM technological know-how that mimics the eect of sunshine on soaked materials when they dry outside. That is why Lenor Outdoorable is previously beloved by 2.8 million homes in the United kingdom (Kantar, Family Penetration, 04.09.22). The start of the new scents, like new Fairy Outdoorable, aims to double the get to of the Outdoorable segment by 2024.”

Continuing, she provides: “With the winter months on us, shoppers are drying indoors even more but we know this usually leads to clothes having lengthier to dry and smelling musty. Outdoorable is uniquely made to prevent the develop-up of musty and moist odors and will fill your dwelling with that incredible fresh-air scent of garments that have been dried outdoors. – it is a genuine gamechanger for indoor drying”.

The new Lenor Outdoorable scents are available in stores now, which include ASDA, Morrisons, Sainsbury’s and Tesco, for 35-washes at £2.50 RRP.