Reckitt Benckiser Air Wick

Context of the project

The retail "home fragance" category was greatly disrupted by the introduction of consumables and electrification through resistance.

For this reason, Reckitt Benkiser asked Loop to conceptualize a new worldwide category of home fragrances based on the "mini-appliance" concept as well as its spare parts strategy and SKUs to serve the global market.


Creation of a new category based on the product + consumable concept and definition of the industrialization strategy at a global level.


Creation of the category and conceptualization, design and development of plug-in air fresheners with an easy refill system.