Air Wick Scented Oil Warmer

Air Wick, a plug-in airfreshener brand, drove global penetration with category non-consumers with its Air Wick Scented Oil Warmer product by designing it to fit into home décor.

Design consultancy: DCA Design InternationalAdvertiser: Reckitt Benckiser Group (RB)

Executive Summary

As plug-in airfreshners are intended to perform the everyday task of masking odours or creating a mood, they are typically hidden away and rarely evaluated for their design merit. However, we believe that this small under appreciated everyday object deserves no less design consideration.

Electric devices that warm and disperse a refillable liquid fragrance oil into the air have been on the market for over 20 years. Devices typically retail at $1.30 with refills costing around $3.50. Despite this mature and cost sensitive market, Air Wick...

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