Discreet hiss, discreet fragrance

Conventional aerosol cans still account for a half of total sales in the market of air fragrances, though battery operated products show the most dynamic development. This segment receives substantial ATL support from manufacturers. We all remember several TV spots, though it is not certain that viewers always link creative ideas in the spots to specific brands. Regarding POS activities, manufacturers tend to focus on the sub-segment where they are the strongest. – According to our experience, air fragrance is a somewhat impulsive category, which means it is important to treat POS activities as a priority, even if the ATL budget is limited – says Zita Radajkovics, trade marketing manager of Sara Lee. The market of air fragrances is very seasonal, with the major part of sales taking place between autumn and spring. This is why retail chains place these products near insecticides and shoe polishes.