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. All appealed to women in their role as caring mothers, looking after the wellbeing of their families and offered everything they required to make them ideal fabric enhancement partners. In contrast, Lenor had no heritage in these markets and exerted no functional or emotional pull to the fabric enhancer buying market. Additionally, Lenor was going to be sold in smaller bottles with a concentrated formula, a segment that was still underdeveloped in both France (28% category volume) and Greece (5% category volume).