Downy Infusions Scents - Success Case Study

"Downy Infusions Scents - Success Case Study" is part of the publisher's Successes and Failures research. It focuses on a brand of fabric conditioner that channelled fragrance to premiumize laundry time. The case study delivers crucial "what?", "why?", and "so what?" analysis to impart valuable lessons that can increase the prospects of a successful product launch.

The Procter & Gamble brand of fabric conditioners imparts touch-activated scents to clothes. The range also claims to protect clothes, by strengthening fabrics and helping to reduce friction during the laundry process.

Scope

• Concerns around COVID-19 have led to a range of hygiene-focused lifestyle changes and purchasing behaviours.
• Extended time at home negatively impacted wellbeing and created the need for a product that enhanced mood.
• The pandemic prompted consumers to prioritize fun and indulgence as an antidote to the anxiety around them.

Reasons to Buy

• Use the publisher's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• 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.