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Reckitt Sees Value in Other Brand's Familiar Scents



Published March 10, 2014
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Reckitt Sees Value in Other Brand

Reckitt Benckiser's Air Wick brand is introducing a first of its kind "Familiar Favorites" collection—which is inspired by scents of "beloved" brands like Snuggle, Cinnabon and Baby Magic.

"Scent has the power to evoke a unique sense of comfort when you surround yourself with fragrances you know and love," said Domenick Tiziano, senior brand manager, Reckitt Benckiser. "We're thrilled to be partnering with three of America's most recognizable and beloved brands for this new collection, so consumers can enjoy the comforting scents they love at home anytime."

The scents include Snuggle Fresh Linen, Cinnabon Classic Cinnamon Roll and Baby Magic Clean Baby and are available in Air Wick Scented Oils and Air Wick Freshmatic Automatic Spray refills.  

The brand names are being used under license.  Snuggle is owned by Sun Products and Baby Magic is owned by Naterra international.


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