New air fragrance sprays shelves 12 Dec 2012
Just what do you do when your competitors boast, ‘Comes in a can that you can hold’?
In recent months, the domestic hygiene industry has experienced rapid shifts in the power-balance between competing players.
Rapid innovations are wiping out companies that simply cannot keep up with technological advances. Adapt or die has never been truer than in the fight for your home deodorant dollar.
One product, AirPressure – produced by GrantLines – has found a leading edge with its 5-in-1 fragrance range. By marketing five features in one can, including ‘Premium fragrance’ and Works in seconds', direct competitors have ben left just smelling the proverbial roses.
One smaller company, Poore & Woodley, has recently lagged behind in its product development.
According to CEO Greg Woodley, his products can only achieve at best four of the five features necessary to impress savvy purchasers.
“We did well on the ‘Premium fragrance ' category, and even okay on 'Lasts up to 45 minutes', Mr Woodley reflects.
But, he admits, the company just couldn't get five features in one can. In fact, it was the can that couldn’t make the grade.
“Our competitors were boasting that their fifth feature was 'In a can that you can hold'. We simply couldn't compete with that. I mean, who can?”
“Sometimes we got it in the can, but what came out had no smell at all. And then we created an amazing odour-neutralising fragrance, but there was no can.”
In these hard economic times, Poore & Woodley had to hit the shelves with what they had.
“We had already purchased shelf space with the leading supermarkets, so we had to launch,” Mr Woodley explains. “Our delivery vans took air compressors into the supermarkets and sprayed our designated space with the best fragrances we have.”
After that, they left a pile of barcode slips on the shelf. Signage encouraged consumers to grab as much floating fragrance as they could in their hands and clothes, then take a barcode to the register and pay.
“It certainly was an innovative marketing campaign,” boasts Mr Woodley. “We drew a lot of media attention, and it got the industry talking. Even the Asthma Foundation had words to say.”
The campaign, though, has not converted excitement into notable sales.
Mr Woodley remains optimistic, however, about the product's prospects.
“We had a sale in the northern suburbs. But unfortunately a refund had to be issued when the man was re-admitted to the psych ward he'd snuck out of.”
“We are hopeful though. The sales team are seriously pumped. And we've got a new TVC [commercial] due to air next week.”
For now, the hard slog is in the R&D department. In the meantime, head down to the air freshener aisle for one of the best supermarket smells around.
Subscribe for free here