Further? Your affiant stoppeth there.
Procter & Gamble Co. (PG), aiming to revive stagnant sales by adding more premium products, is rolling out a line of upscale fragrances that it says can make your home smell like you have a butler.
The new products, called Unstopables, will roll out nationwide to discount chains in February, the Cincinnati-based company said. The lineup, which includes candles, oils, and air and laundry fresheners, comes in six scents and bears names such as Lush and Shimmer.
P&G, the world’s largest seller of consumer products, sees higher-end home fragrances as a category where it can lure away customers from department stores and specialty chains such as Yankee Candle Co. The company is pitching the collection with the slogan, “Smell like the lifestyle you deserve.”
“There is a big market for premium scents in the home,” Shailesh Jejurikar, P&G’s North America home-care president, said in an interview.
The new products, which cost about $5 to $7, are about two to three times as expensive as typical fragrance products sold at discounters, he said. S.C. Johnson’s Glade premium room spray, for instance, costs $1.34 at Target. But consumers are willing to spend $20 for a medium “Beach Walk” scented pillar candle at Yankee Candle.
P&G is turning Unstopables into a stand-alone product line even as Chief Executive Officer A.G. Lafley works to eliminate as many as 100 slower-selling brands. The company agreed to sell its pet-food units and the Duracell battery brand in multibillion-dollar deals, and last month it said it would sell portions of its soap lineup to Unilever....MORE