Summary

"Success Case Study: Lenor Honkaku Shoshu - High-impact relaunch of functional fabric conditioner" is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind Procter & Gamble's new functional fabric conditioner, which has been highly successful in Japan. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

Japan's fabric conditioner market is growing, with increasing competition. Combining functionality featuring hygiene benefits and experimenting with perfume-like scents in fabric conditioners are tactics used by many brands to differentiate themselves from the competition. The value of the market has been growing steadily in the past few years, being worth JPY64.4bn ($590m) in 2016.

Scope

- Lenor Honkaku Shoshu is a fabric conditioner specializing in odor neutralization. It features a technology claimed to use a chemical reaction t...