Lenor - Facets of a Woman

Lenor was planning to enter the fabric enhancer sector in France and Greece, but faced many major obstacles, not least that established rivals were already dominant in these mature markets.

Lenor – Facets of a Woman


Client Company Name: Procter and Gamble

Brand Name: Lenor

Category: Product/Service Launch


Can another me too fabric enhancer force its way into a market saturated with established brands that have been around for years? The fabric enhancer markets in France and Greece had been dominated by the big four global players Unilever (Cajoline), Henkel (Minidou, Neomat), Colgate (Soupline) and Reckitt (Quanto) for years. Between these brands, all functional needs were more than adequately catered for, as all offered softness and freshness....

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