Product innovation redefines the brand.

Glade had been suffering a decline in market share – losing in value to brands like Air Wick and in performance to Febreze. Glade needed a way to break away from negative consumer perceptions of aerosols through a premium fragrance experience.

I believed our consumer research needed to center around the new ways consumers were creating fragrance in their homes taking inspiration from devices and décor.

Designing the first plastic aerosol required an deep understanding of PET and existing manufacturing processes. Through iteration and vendor partners, I was able to create a stable structure that could achieve the desired performance.

To go with the new design, I briefed our formulators on the ideal sensory experience I envisioned based on consumer research and inspiration from trends and modern products.

The development of the Atmosphere Collection prompted Glade to connect with consumers on an emotional level. By having an elevated form and modern fragrances, Glade was able to establish a relationship with consumers based on ambiance instead of odor elimination.

The look and fragrances of the aerosols were translated to other products in the Glade portfolio, elevating the brand and establishing a new tone for marketing.