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Unstopables - a new laundry fragrance concept

Unstopables - a new laundry fragrance concept


Procter & Gamble (P&G) launched Unstopables under the Downy brand in 2011 as an in-wash fabric fragrance/freshener consisting of beads that are added to a wash. The company was tapping into a market gap existed between commoditized mass household fragrances and luxury solutions such as artisanal candles. In 2013, the product achieved distinction as a Nielsen Breakthrough Innovation award winner, based on satisfying the criteria of year-one US sales of $50m or greater in Nielsen-measured channels, at least 90% of year one sales in year two, and delivering a distinctive new value proposition to the market.

Key Findings

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Reasons To Buy

Is it possible to say that Unstopables has been a success ?

Key Highlights

P&G, through the original Unstopables in-wash product, had identified a subset of underserved consumers looking for a more advanced, premium household scent product. This opportunity was not just single-tiered, tied to the in-wash product; there was room to expand across several formats as part of a total solution around the home.
The new Unstopables products cost in the region of $5 to $7; thus positioning them in a price bracket of around two to three times above typical fragrance producers sold through the discount channel. In comparison, S.C. Johnson's Glade room spray nestles in the $1.30–40 region at Target, while a medium Beach Walk scented candle from Yankee Candle is priced at $20.1. However, the price point has not undermined the product.

The power of marketing
Freshening concept
Six scents
Filling the gap for scent-loving people
Premium scent experimentation
Unstopables' positioning as scent décor
Target audience
Success brand here to stay
Further Reading
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