Candles that Procter & Gamble says can trap bad odors are the latest addition to its Febreze line of room sprays and plug-in deodorizers. The burning candles quickly fill a room with fragrances such
as "Linen & Sky" and "Meadows & Rain."
While P&G labels normally are tied primarily to specific products, Febreze is aiming to attach itself to a concept--freshness. That has allowed
P&G to launch a wide range of products--from fabric sprays to discs that emit a scent when played on a machine--under the Febreze name.
The candles are P&G's bid to make the leap
from housekeeping into home decor. The company says it tried to put a logo on the glass candle holders, but consumers said that they didn't want to see any branding on their candles, which they view
foremost as a decoration. The candles will carry a suggested retail price of $6.99 to $7.99. Ads running under the tagline "Freshness has a new flame" will rely on a touch of humor.
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