P&G ditches UK Lenor rebranding

Plans to bring brand into line with US equivalent shelved in battle to win share from Comfort

Procter & Gamble (P&G) has reversed its decision to rebrand its Lenor fabric-conditioner brand under its US name, Downy.

The packaged goods giant introduced the Downy name two years ago, but will now ditch it. Lenor Downy fabric conditioner will be renamed Lenor Crease Control next month.

Downy is an established brand in the US. When P&G rebranded Lenor Fabric Enhancer as Lenor Downy, it had wanted to differentiate the “final-rinse treatment” product from other Lenor products – all of which use different technologies in their formulation – and also to bring it in line with the global Downy brand (MW September 7, 2000). Lenor Crease Control is designed to make fabrics easier to iron when added to the wash.

Industry insiders say that the rebranding will position Lenor Crease Control as a direct competitor to Lever Fabergé’s Comfort Easy Iron, a fabric softener that claims to use “fibre moisturisers” to help the iron glide easily over washed fabrics. Lever Fabergé leads the fabric conditioner market with a 44 per cent market share by value, with Comfort dominating the market ahead of Lenor (Mintel, 2001).

According to an industry source: “The Downy name means nothing to UK consumers. It is the Lenor brand that consumers associate with fabric softness, not Downy.”

The Lenor brand was first introduced in the UK nearly 30 years ago. Lenor Fabric Enhancer was launched in November 1999.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here