Reckitt are once again leading the way in defining a new product segment by launching Air Wick’s 1st Aerosol-Free and Best Ever Automatic Spray System for home fragrancing.
Reckitt’s 2030 Sustainability Ambitions sit at the centre of their business and support their relentless pursuit of a cleaner, healthier world. As part of Reckitt’s commitment to sustainability, DCA has helped them deliver Air Wick’s Active Fresh, an aerosol-free Automatic Spray System infused with Natural Essential Oils and 95% Naturally Derived Ingredients. The water-based formula 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 this occasions when you need fragrancing on demand.
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. The refill bottles are also made with 50% post-consumer recycled material and are recyclable.
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.
In short, this new innovation is the result of optimising 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.
