September 2014 Spray 15 According to the ACI, consumers’ reluctance to tackle such large projects is somewhat logical. In the housekeeping book Home Comforts, author Cheryl Mendelson points out that, in the age of soot- and grease-free heating systems, “most of the rationale for doing spring cleaning has … gone by the wayside.” Houses are not necessarily coated in winter filth anymore, and, with tools like the vacuum cleaner, homeowners don’t need to wait for fair weather to take the rugs out to be beaten. However, Mendelson does allow that spring cleaning still has a place for anyone “who rather likes the feeling of renewal that follows the major upheaval of turning your home inside out.” To help make homes smell “spring-clean fresh,” Windex Disinfectant Multisurface Cleaner from SC Johnson cross-marketed with Glade’s Live Loud fragrances and now comes in Lavender & Peach Blossom and Rainshower scents to tackle everyday jobs. SC Johnson’s Pledge Multi-Surface 2-in-1 Antibacterial Cleaner & Disinfectant has a fresh citrus scent and can be used to disinfect, dust and clean household surfaces such as finished wood, glass, stainless steel, sealed granite and metal. According to the manufacturer, the product kills 99.9% of germs, including bacteria and viruses, such as influenza. Unique solutions for tough problems... Sometimes life throws you bigger problems than dust and dirt, and aerosol solutions exist to help. New Bedlam Plus Bed Bug Spray features a dual mode of action that kills tough pyrethroid-resistant bed bugs fast. Featuring a combination of quick kill and residual control, Bedlam Plus keeps killing bed bugs and their eggs for two weeks after treatment. For use on mattresses, wood furniture and carpet, the product won’t stain water-safe fabrics and surfaces. Chewing Gum Remover from Carroll Co. removes chewing gum and wax from most surfaces. The freezing action of the aerosol product hardens gum and wax to enable the stain to be scraped off carpets, furniture, floors and walls. It doesn’t contain freon or solvents, is non-greasy, non-residual, non-staining, odorless and free of color. Chewing Gum Remover can be used on colorfast carpets, stain resistant carpets and upholstery in any household, child care center, school, nursing home or office. The product comes in a can from BWAY, with a cap from Berry Plastics and a valve from Precision. Concrobium Mold Control helps eliminate existing mold, prevents mold re-growth and helps eradicate musty odors. The enhanced technology can be used by homeowners, professional remodelers, contractors and mold remediators. It uses no bleach, ammonia or VOC and works as it dries by crushing mold spores at the roots and leaving behind an invisible antimicrobial barrier to help prevent future mold growth. The continuous spray package is powered by a bag-on-valve (BOV) system for 360° dispensing, paired with the Sirena accessory for enhanced directional control; both were supplied by Aptar Beauty + Home. Home fragrances bring the outside indoors… In 2013, the U.S. home fragrances market grew by a slightly reduced pace and scent preferences underlined the classic appeal of subtle, nature-themed fragrances. Scents such as “water,” “beach,” “air,” and “linen” emerged as the most popular home fragrances, overtaking “floral,” “fruity,” “seasonal,” “spices” and “masculine” fragrances, according to Karen Doskow, Director, Consumer Products, Kline & Co. Since home fragrances products are not “necessity items” and are positioned more in the realm of feel-good indulgence, said Doskow, the core value expected of them is sensorial delight. However, consumers are easily bored and as a result, home fragrance marketers are forced to compete not only with each other, but also with their own previous collections. One consistently successful line is Air Wick’s National Parks Collection. Since 2012, Reckitt Benckiser’s Air Wick brand has partnered with the National Park Foundation to launch a limited edition fragrance collection uniquely inspired by U.S. national parks. Air Wick continued this partnership in 2014 with the return of its limited edition collection based on Yosemite (wild strawberries fused with soothing mists of mountain rain), Channel Islands (pristine coastal waters, rare silver lotus blossom, cedar wood, green moss and floral notes), Biscayne (juicy, sun-kissed citrus paired with wild orchids) and Gulf Islands (white sand beaches and seashores). The room fragrances come in cans from Ball with caps from Berry Plastics. From a distribution standpoint, internet sales of home fragrances are continuing to gain share with double-digit growth and nearly 15% of the total market in 2013; this trend is set to continue in the future. Social networking, discount banners, reviews, store locaters, loyalty programs, photo-sharing options and video-streaming are just some of the features that websites are already using to attract consumers. Two other retail channels at a very fertile stage are mass merchandisers and specialty stores, concluded Doskow. Caring for the exterior … A key trend affecting many application fields in household care, such as outdoor products, is convenience. According to Kay Stanish, Director of Business Development, Global Market Development, Personal Care + Home Care for Aptar, this is all about how to do household chores easier, faster and more
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