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Febreze Reveals Second Annual Scent Of The Year


Cincinnati-based Febreze released its 2023 Scent of the Year, Mountain, featuring scents of alpine, fruit, cedar, American wildflowers and violet leaves.

“The world is prioritizing well-being more than ever before,” said Rafael Trujillo, Febreze master perfumer.

“As we continue to bring mindfulness to the forefront, connecting to nature has become an essential aspect in life – from the activities we pursue, to the food we eat, to the atmosphere we create when we scent style our homes. Febreze Mountain transports you outside and calms your mind – it is a complex scent that is both powerful yet calming.”

Trujillo and the team of perfumers at the Febreze Fragrance Group, a special division within P&G’s innovation foresight of fragrance and ingredients, designed the Scent of the Year to reflect how scents consumers are craving in their homes. After conducting a research and development process that included seasonal scent analysis and global trend forecasts, the group identified a collective focus on wellness, need for increased mindfulness and thirst for the outdoors that informed the creation of Mountain.

Febreze Mountain is formulated for air fresheners, plug-ins, fabric sprays, wax melts or in small spaces. It comes in a variety of forms with a perfect option for all areas and needs. It is available online or at major retailers nationwide with an MSRP range of $4.49-$6.49.

To learn more about the 2023 Scent of the Year, visit febreze.com/en-us/scent-of-the-year.

P&G serves consumers around the world with brands, including Always, Ambi Pur, Ariel, Bounty, Charmin, Crest, Dawn, Downy, Fairy, Febreze, Gain, Gillette, Head & Shoulders, Lenor, Olay, Oral-B, Pampers, Pantene, SK-II, Tide, Vicks and Whisper. The P&G community includes operations in about 70 countries worldwide.

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Featured Photo PLMA Annual Private Label Trade Show
Donald E. Stephens Convention Center
Chicago, Illinois
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