Air Wick’s Botanica brand has launched a new premium range to meet a growing demand for “luxury and sophistication in mass air care”.
Introduced to market with a set of luxury scented candles, Botanica Origins draws on the expertise in innovation by brand owner Reckitt.
Darren Morgan, Global Lead, Brand Experience & Strategy at Reckitt, said: “Users within air care are always looking for new and sophisticated scents. Moving beyond the purely functional, they want their air care to provide indulgent moments and little luxuries, but in a way that’s responsibly minded. Because Botanica Origins is our first move into that premium tier, we needed to create a new and compelling proposition, with a brand story that would speak to younger, highly engaged Botanica customers.”
Botanica Origins is being rolled out initially in Australia with three scented candles, Madagascan Vanilla, French Clary Sage and Sri Lankan Cinnamon.
