Success Case Study: P&G Downy/Febreze Unstopables; Building a mass-premium home fragrance experience

The use of scent within the home has been characterized by an increasingly nuanced, premium tendency drawing on consumers' aspirations and desire to move beyond odor prevention into image making. Products that can make this transition from basic needs such as air or fabric freshening into a sensory form of home décor can exploit such aspirations.

Scope

Unstopables' selection of products has been developed to form a complementary, complete household fragrance solution/suite. This was in line with P&G's idea that Unstopables lives within the home décor sphere rather than simple fabric or air freshener segments. Indeed, the firm chose to dub the wider line as effectively creating a new segment called "scent décor".

A majority of US consumers like adding fragrances to the home through various means. Scent is a key sensory trigger for consumers building all sorts of associations, positive and negative. The opportunity identified by P&G centered on the impression created by scent of aspiration or upscale living.

Accessibility has been an important contributor to the success of Unstopables. A nationwide presence via the discount channel makes the products easy and convenient to get hold of. On the surface, the idea of discount distribution seems incongruous with a premium positioning, but this has the benefit of widening the audience and building the image of affordable luxury.

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Companies mentioned

Procter & Gamble

Procter & Gamble

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