P&G to rebrand Lenor Enhancer

Procter & Gamble is rebranding its Lenor Enhancer “final-rinse treatment” as Downy, which is a well-known P&G brand in the US.

Lenor Enhancer, which is designed to make fabrics easier to iron when added to the wash, was launched by P&G last year.

The Lenor brand was first introduced in the UK nearly 30 years ago and a range of 20 variants have since been rolled out. Lenor fabric conditioner will retain its original brand name.

Between February and April this year, P&G collaborated with Bhs, Philips Irons and Christy Towels in a marketing push for Lenor Enhancer, and launched a &£2m national advertising campaign for the product.

A P&G spokeswoman says: “The rebranding is to differentiate between the Lenor base-line products and the fabric enhancer, since the technologies used are very different. We are now looking into an advertising campaign for the launch of Downy.”

Advertising for Downy will be handled by Grey. The product, which will be rolled out in the first week of September in a 750ml pack, will be available in two existing fragrances, Invigorating and Relaxing (previously called Gentle), and a new fragrance, Harmonising.

Its direct rival is Lever Brothers’ Comfort Easy Iron.