which includes mass merchandisers, supercenters, club stores and dollar stores. Consumers are not looking for a boutique shopping experience when purchasing these functional products, explained Mintel. Greater than two thirds of consumers reported usage (77%), while slightly less than a quarter reporting that they do not use air fresheners. Mintel reported that nearly 60% of consumers report that they mostly use air fresheners when they have an unpleasant scent in the home, while more than 50% report that they mostly use them to make their home smell fresh for guests. This year, Reckitt Benckiser’s Air Wick brand launched six new limited edition fragrances that are inspired by the rare essence of U.S. national parks and are featured in its full range of air freshener products. As a supporter of the National Park Foundation, the official charity of America’s national parks, Air Wick developed the scents based on the unique flora and elements of popular U.S. parks. Scents include Grand Canyon (floral notes of delicate cactus blossoms in the warm summer breeze); Virgin Islands (tropical plumeria and sweet honeysuckle); American Samoa (coconut and island palms); Denali (pure cotton grass and fresh spring air); Gulf Islands (white sand beaches and summertime paradise) and Hawaii (exotic papaya and hibiscus flower). The Sleep Serenity collection is the latest product innovation from Febreze, designed specifically for the bedroom. Its calming scents help create a soothing bedtime atmosphere needed for relaxation and a more peaceful night’s rest. Febreze Sleep Serenity’s technology helps eliminate odor and fills the bedroom with long-lasting, calming scents such as Moonlit Lavender, Warm Milk & Honey and Quiet Jasmine. Give DIY a try… Looking after homes is not just about cleaning, it’s also about maintaining one’s castle. Several new products were launched to make it easier for the Do-it-yourselfer. Wood care company Minwax has taken its popular wood stain product—Minwax PolyShades One-Step Stain & Polyurethane—and made it even easier to use by putting it in a convenient aerosol spray can. The aerosols do not require a pre-stain wood conditioner, are suitable for working on hard-to-reach areas and can also be applied over existing stained or polyurethane-coated Continued on page 44 September 2013 Spray 21
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