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).

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