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Unstopables - a new laundry fragrance concept

Unstopables - a new laundry fragrance concept

  • June 2016
  • 12 pages
  • ID: 4147242
  • Format: PDF
  • By MarketLine

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Summary
Procter & Gamble (P&G) launched Unstopables under the Downy brand in 2011 as an in-wash fabric fragrance/freshener consisting of beads that are added to a wash. The company was tapping into a market gap existed between commoditized mass household fragrances and luxury solutions such as artisanal candles. In 2013, the product achieved distinction as a Nielsen Breakthrough Innovation award winner, based on satisfying the criteria of year-one US sales of $50m or greater in Nielsen-measured channels, at least 90% of year one sales in year two, and delivering a distinctive new value proposition to the market.

Key Findings
Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Reasons To Buy
Is it possible to say that Unstopables has been a success ?

Key Highlights
P&G, through the original Unstopables in-wash product, had identified a subset of underserved consumers looking for a more advanced, premium household scent product. This opportunity was not just single-tiered, tied to the in-wash product; there was room to expand across several formats as part of a total solution around the home.

The new Unstopables products cost in the region of $5 to $7; thus positioning them in a price bracket of around two to three times above typical fragrance producers sold through the discount channel. In comparison, S.C. Johnson's Glade room spray nestles in the $1.30–40 region at Target, while a medium Beach Walk scented candle from Yankee Candle is priced at $20.1. However, the price point has not undermined the product.

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