Lenor Parfumelle - 'Dresses in luxury'

As the economic downturn reached a peak in 2008–09, Lenor sought to roll out a new super-premium brand extension, the Parfumelle Collection, in 16 Eastern Europe markets, including the Czech Republic, Hungary and Poland.

Lenor Parfumelle – 'Dresses in luxury'


Client Company Name: Procter&Gamble

Brand Name: Lenor

Category: Product/Service Launch


How we made recession smell a little bit nicer.

2008-2009 saw a global economic crisis. Fabric enhancer category suffered decrease. Luxury versions of all products were under threat from household thrift drives and value messages ruled the day. With this background Lenor launched its Parfumelle Collection, an exclusive perfume for fabrics and a new super-premium segment for Lenor and for the market. It faced two major challenges in doing so:...

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