Air Wick Scented Oil Warmer

At the start of the project, the liquid electrical segment had been declining by 3.4% driven by the continuing exit of current users and less non-users buying into the segment. To drive segment penetration and Air Wick brand loyalty in the liquid electricals segment Air Wick wanted to create a best-in-class innovation by improving fragrance experience through better intensity control. This USP was central to the design, with the plug-in also needing to suit different home styles with its aesthetic appeal. Despite the dip in the category as a whole, the sales for this device bucked the trend and are rose after launch with 28 million units sold per year.

The device was developed to create a user experience that was simple and intuitive, requiring minimal instruction. Simply insert the glass refill, plug it in to a power socket and enjoy the fragrance of yourchoice. Power sockets are normally hidden in places that are difficult to access so adjusting plug-in air fresheners can be difficult, particularly for the elderly. Air Wick’s Scented Oil Warmer can be adjusted to suit any sized room via the easily accessible fragrance intensity dial. The positive tactile increments of the dial provides a good level of user feedback that helps reinforce the level of control and premium quality of the device. The simple display can also be clearly read even when located near floor level without the need to stoop. It is considered that a more engaging design encourages regular user interaction resulting in a consumer benefit of lower fragrance consumption. More engagement with the device is also likely to promote brand recall upon repeat purchase of the refill at the crowded supermarket shelf.This new design reduced Air Wick’s cost of goods of the product by 12% and improved the consumer’s running costs by 25%. As a brand, they saw a 2.5% global growth in the first 12 months after launch, and the Scented Oil Warmer has since won numerous industry awards.