Lysol is stepping into the air freshener market with its new product, Lysol Air Sanitizer. This innovation comes in response to a growing consumer focus on air cleanliness, a trend accentuated by the pandemic. According to the American Cleaning Institute’s findings, 85% of Americans plan to maintain the cleaning habits they adopted during the COVID-19 crisis.
Recognizing this shift, Lysol, a Reckitt-owned company, has introduced Lysol Air Sanitizer, which it claims can kill 99.9% of airborne germs. It carries the EPA’s endorsement and aims to marry the appealing scents of air fresheners with the functional utility of surface disinfectants.
A fresh marketing campaign accompanies the product launch, focusing on visual storytelling to illustrate how Lysol Air Sanitizer works. Video advertisements depict everyday situations where particulates might spread, such as a child coughing or a dog shaking off water, followed by Lysol Air Sanitizer making the particles vanish with a spray. The product is available in three fragrances: White Linen, Simple Fresh, and Light Breeze.
Lysol’s messaging is directly taking on air freshener competitors, revolving around the theme “Scent Can’t Sanitize.” The product website provides a three-step guideline for effective use, including specific instructions for room preparation and spraying techniques.
This move aligns with market research predicting a nearly $15 billion growth in household cleaning product sales between 2022 and 2027, a hike largely attributed to innovation and technology in the industry. Meanwhile, Lysol’s competitor Clorox has also made moves in this direction, launching a new brand platform emphasizing the significance of clean spaces last November.
Lysol’s entry into the air freshener market with the Lysol Air Sanitizer is a well-timed move that taps into pandemic-driven consumer habits. Using visual storytelling in the marketing campaign is a clever way to highlight the product’s dual benefits of pleasant fragrance and sanitization. By openly challenging the traditional air freshener market with the “Scent Can’t Sanitize” theme, Lysol sets itself apart and aligns with consumers who value aesthetics and health. The market for household cleaning products is primed for growth, and Lysol appears well-positioned to capture a significant share with this new offering. It will be exciting to see how competitors respond and how Lysol continues to innovate in this space.
