Active Fresh
Client
Reckitt
Description
Aerosol free room fragrance auto-spray
Date
2023
Activities
- Human Factors, Usability and Inclusivity
- Industrial Design
- Packaging Design
- Production Support
- Prototyping
Awards
- GOOD DESIGN® Award
- GREEN GOOD DESIGN® Award
- Consumer Product of the Year Award
Air Wick’s 1st Aerosol-Free Automatic Spray System for home fragrance. Air Wick Active Fresh is an aerosol-free Automatic Spray System defining a new product segment for home fragrance. This new innovation is the result of optimisation of all aspects of the product – including fragrance, formula, refill and device hardware, to give the performance consumers expect with more natural ingredients and a lower environmental impact. Compared to other auto sprays, the new Active Fresh refill sees a 69% reduction of CO2, representing a saving of around 2600 tonnes of CO2 in its first year.
a 69% reduction of CO2, representing a saving of around 2600 tonnes of CO2 in its first year
The battery-operated device is designed for the Air Wick 24/7 Active Fresh Aerosol-Free refills. These refill bottles are also made with 50% post-consumer recycled material and are themselves recyclable. The water-based formula infused with Natural Essential Oils and 95% Naturally Derived Ingredients is free from added dyes, phthalates and acetones. This eliminates the need for the petrochemical solvents and propellants found in most aerosol diffusers.
Reckitt’s 2030 Sustainability Ambitions sit at the centre of their business and support their relentless pursuit of a cleaner, healthier world. Embedding sustainability across our business and throughout our value chain is a strategic imperative. Air Wick wanted a natural and environmentally friendly way to neutralise household smells with great fragrances.
eliminates the need for the petrochemical solvents and propellants found in most aerosol diffusers
Active Fresh delivers the same portable convenience, 24/7 odour neutralisation and intensity adjustment their consumers have come to expect with previous auto sprays, but this new proposition is broadening its appeal to attract new consumers who were put off by the chemical perception of aerosols.
The new device now even includes a boost feature for the occasions when you need fragrance on demand. The new Air Wick Active Fresh, launched in European markets in January 2023. Early research revealed that the new product was preferred to other auto sprays by three out of four existing users and within weeks of launch. Active Fresh has already won a 2023 Product of the Year Award voted for by over 8,000 people.
the new product was preferred to other auto sprays by three out of four existing users
