Design consultancy: DCA Design International
Advertiser: 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 has been able to introduce an innovative device that offers real consumer benefits with an improved gross margin.

The aim of this device and refill redesign was to drive segment penetration with non or lapsed consumers, in addition to reinforcing Air Wick brand loyalty amongst their core target consumer. The outcome was intended to address two key purchasing barriers:

  1. Better fragrance control for small and larger rooms.
  2. Improved aesthetic appeal to better ft with home decor.