SC JOHNSON WAX is launching a new home fragrance range under its Glade brand. Design work for the four-strong Florientals range is by Lloyd Ferguson Hawkins.
The range comprises aerosol and “touch ‘n’ fresh” formats and has two variants: Oriental Garden and Thai Orchid. It goes on- shelf in September.
The group won the work in a three-way paid creative pitch against PI Design and one other unnamed consultancy.
An LFH spokeswoman says SC Johnson Wax is “moving the product on from its traditional purpose as an odour masker to create a role as a ‘positive’ fragrance”.
Mark Lloyd, creative director at LFH says: “It was important to emphasise the positive role of the fragrances with a strong, single- minded design which contrasted against the softer, more subdued packaging usually associated with traditional air fresheners.”