Lenor is considered a quality product throughout Europe, but people have started questioning the added value

in “investing” in Lenor vs. cheaper products. The category focuses on functional benefits and consumers now choose brands by pricing and/or promos in store.

Furthermore there are European countries where softeners are considered an unnecessary luxury and many believe they are getting softeners’ benefits from their detergents.?

The Lenor brand challenge is twofold (a) To make sure that consumers who use softeners fall in love with Lenor for more emotional reasons than just the softness or the freshness. (b) To create appeal and attraction towards the brand, so that category sceptics would consider it and would have Lenor top of mind when they do.