Home LifeStyle Lenor’s new conditioners: Lenor’s most intense freshness and herbal softening

Lenor’s new conditioners: Lenor’s most intense freshness and herbal softening


Lenor conditioners are specially designed to give consumers everywhere moments of pleasure and pampering, whether it’s freshly washed bedding or the comfort and softness of clothes that touch your skin. Taking into account their wishes and needs, P&G scientists have developed a new formula that provides fabrics with even more intense, long-lasting and softness offered by herbal ingredients. Thus, the new Lenor, through its innovative formula, reduces, at the same time, the impact on the environment.

A drop of freshness every day

The key to the long-lasting freshness of the new Lenor conditioner is two innovations:

  • Optiscent ™ – a revolutionary technology that brings improvements in freshness, using only essential ingredients, so that consumers can enjoy more the fragrance they love.
  • Softpore – Lenor technology that improves the way fresh smell is transferred to fabrics, keeping clothes scented notes even in quick wash and cold water cycles, encouraging Lenor balm lovers to use short cycles to save energy.

And herbal velvety!

Ever since the first Lenor products appeared, finding solutions to provide consumers with a sense of well-being has been a constant mission. Now, the entire Lenor range offers velvety materials, using a formula based on natural plant extracts, a carefully selected mix of oils to give clothes the most delicate care. Moreover, by combining the most intense long-lasting freshness with herbal softening, Lenor has reduced its carbon dioxide emissions with each wash cycle.

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As part of the same mission, Lenor ensures that each ingredient is carefully selected and the entire range is dermatologically tested.[2]

Lenor’s new formula offers consumers, in addition to long-lasting freshness, a selection of fragrant floral notes. The new range comes with two new flavors:

  • Hibiscus & Peony: for an experience of unique floral freshness.
  • Lime Flower & Sea Salt: a combination of freshness due to the fresh and velvety notes of lime blossom and the clear and fine notes of sea salt.

Moreover, Lenor conditioner packaging plays a key role in the product’s life cycle, which is why the brand’s attention and efforts are focused on developing circular and smart packaging: clear conditioner bottles are already fully recyclable.

Lenor specialists are also working on modifying colored bottles to maximize the recycling process across all Lenor ranges. Transparent conditioner bottles already use 100% * recyclable resin (PCR), a material that comes from reused plastic from products used by consumers or companies. By 2023, all Lenor balm ranges will have bottles made entirely of recycled resin, so no new plastic will be used to produce balm bottles.

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* Except cover & label

About Procter & Gamble

P&G serves consumers by offering one of the strongest portfolios that includes trusted, quality and superior brands such as Always®, Ambi Pur®, Ariel®, Fairy®, Gillette®, Head & Shoulders®, Lenor®, Oral-B®, Pampers®, Pantene® and Tide®. The P&G community operates in approximately 70 countries around the world. Please visit http://www.pg.com for more news and information about P&G and its brands.

[1] Bursts of Freshness was conducted by Ketchum Research and Analytics on behalf of Lenor. A total of 4003 consumers between the ages of 25 and 65 were surveyed in the UK, Germany, France and Italy. The field works took place between October 27 and November 2, 2021 and were carried out by Vitreous World.

[2] For its production in Western Europe, Lenor already uses 100% environmentally friendly electricity in its production.

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