Jeyes extends portfolio with air freshener

Jeyes, the manufacturer of Bloo toilet cleaner, is to make its debut in the air-freshener market next week. The new brand, Sen’chi, will be backed by a £4.5m advertising campaign created by Poulter Partners.

It is Jeyes’ first launch since its £134.2m management buy-out from household cleaning and personal cosmetics group IWP, in July this year. Sen’chi will be pitched against Reckitt Benckiser’s Haze and Sara Lee Household & Body Care’s Ambi-Pur air fresheners.

Jeyes’ air freshener will include three formats: a fragranced gel called Pendant, suspended from a chrome stand; a plug-in diffuser; and a Sen’ chi candle. The premium products will be priced from £3.99 to £7.99.

Jeyes marketing director Neil Kimberley says: “We have developed the brand to challenge the norms of the category and to allow consumers a new approach to fragrancing their homes. The product range has ornamental and decorative appeal.”

Kimberley says the UK air-freshener market is worth £205m, but he expects it to grow to £220m as a result of the Sen’chi launch.

He joined Jeyes earlier this year from Unilever Bestfoods, where he was the business unit director for butter and margarine (MW May 2).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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