Member Article

Fabulosa Introduces First On-Pack Promotion

Fragrance-led home and lifestyle brand Fabulosa is launching its very first on-pack promotion this spring with the release of its ‘Mystery Mix’ collection, which will see the brand offering consumers a chance to win £1,000 in cash.

Featuring across the collection’s trio of 500ml Antibacterial Multi-Surface Cleaning Sprays, the promotion will invite shoppers to guess three ‘mystery’ fragrances, all of which are a mix of two iconic Fabulosa scents. To enter, customers will need to scan a QR code that can be found on the reverse of the pack, after which they will be directed to a URL page to input their guesses. All correct guesses across the three scents will then be entered into a draw. The packs will be rolled out in Home Bargains at £1 from the 15th March, and the competition will close at midnight on 30th April 2023.

Adam Burnett, Group Marketing Director at Fabulosa, commented: “As well as creating further stand out on shelf for the brand and driving increased purchase, we see this initiative as a valued opportunity to connect and engage with our extensive customer base.”

Adam continued, “The promotion mechanic has been developed fundamentally to reflect our fragrance focus and represent our brand essence, which is fun, forward-thinking and capable of breaking the mould. We are excited to introduce the promotion across our bestselling product, offering shoppers a chance to win a significant cash prize which we anticipate being very popular during the current challenging economic environment.”

Following its entry into the FMCG market in 2019, through an expertly executed, fast-moving schedule of exciting category-leading new product development, together with highly effective marketing campaigns, Fabulosa changed the perception of cleaning, and has rapidly taken value and volume share from well-established iconic household brands.

Fabulosa has since leveraged its strategic positioning and focus to bring fragrance to alternative lifestyle sectors, widening reach and disrupting not only the cleaning sector but also other FMCG categories outside of this category including home fragrance (candles, wax melts and diffusers), shoe and trainer care, and personal (bath and body), whilst it continues to grow and innovate with prolific NPD ongoing in Surface Care, Air Care, Laundry Care and Task Specific ranges including car care and garden care.

The brand is also making significant inroads into the export market. With its sights set firmly on international expansion, the brand has a presence in leading European retail chains representing 3,000 locations across the continent and Fabulosa collections are now available throughout Europe including France, Belgium, The Netherlands, Germany, Poland, The Czech Republic, Austria and Italy.

This was posted in Bdaily's Members' News section by Melissa Chawner .