Executive Summary
This is a story of how innovation and design can bring new growth to a lack-lustre, mass-market category. A collaboration that has resulted in Air Wick Essential Mist: a breakthrough air-care product that's satisfying the demand for a less artificial, more natural home fragrance.
Today's air-care shelf is a crowded one, where brands and own label battle it out for a share of our noses. But with little true innovation in the past few years, there's also been minimal growth. Excitement - and consumer interest - increasingly lie beyond the typical air-care aisle, with more premium and natural...