P&G tests ‘fabric refresher’ in UK

Procter & Gamble is testing a new product that permanently kills bad smells in fabric without the need for washing or dry cleaning.

Febreze Fabric Refresher, which was launched in the US last year, is sprayed onto clothes and fabrics and “neutralises” odours such as the smell of cigarette smoke, cooking and stale sweat.

P&G claims its effects last until the garment is washed the next time. The company believes it has created a new product category, which it calls “fabric refreshers”.

Febreze is being tested this week in the South-west of England. It comes in plastic trigger-spray bottles and the label copy of the US version reads: “Febreze’s unique formula penetrates down to the fibre to neutralise odours and restore fresh ness on virtually all fabric types.”

In the US, P&G has introduced a “regular strength” product for light fabrics, such as clothes, and an “extra strength” version that can be used on upholstery. The test comes after a rash of new product launches by P&G, including a new anti-bacterial version of Fairy Liquid washing-up detergent (MW September 25).