Air Wick intros new Freshmatic look, Pure reduced water formula

PARSIPPANY, N.J. — Reckitt Benckiser’s Air Wick brand is bringing two new products in time for spring cleaning. The brand introduced a new look for its Freshmatic automatic spray device, as well as Air Wick Pure, an aerosol formula that it says can deliver nine times more fragrances with less water than its traditional 8-oz. aerosols.

The Freshmatic device can deliver times bursts of fragrance, and the new design features twist and lock mechanism to make refills easier, as well as an angled refill nozzle for a spray angle that creates a wider area of dispersion, the brand said. And Air Wick said the new Pure scents were aimed at removing the problem of wet residue.

"We know how important freshness and fragrance are for consumers, but our research shows consumers are looking for innovation," Air Wick marketing director Stuart Witherby said. "That first whiff of a favorite scent is an experience consumers are looking to replicate every time a fragrance is released, which is why the new Freshmatic automatic spray device was born — to prevent fragrance fatigue. When it comes to the formula of scented sprays, we uncovered consumers worry about the droplets left behind on surfaces. This is why we developed Air Wick Pure, which provides an exceptional fragrance experience with less wet residue."

Air Wick Pure is available in four fragrances, Ocean Breeze, Purple Lavender, Sunset Cotton and Tropical Flowers, all of which except lavender are available in auto spray. The fragrances sell for $4.88 at most retailers, and the Freshmatic comes as a starter set with a fragrance insert for $8, with refills retailing for $4.88.