Home Care

Category profile

Home care covers three product groups. Air Care products remove mal odours and fragrance the air in the home. Various formats include autosprays, electrical plug-ins, aerosols, gels and candles. Pest Control products offer solutions to domestic infestation. They include insecticide and rodenticide products in formats such as coils, mats, baits, traps, vapourisers and sprays to prevent infestation and to kill pests. Shoe Care cleans and protects shoes.

Market position

No. 2 worldwide in Air Care, No. 1 in Pest Control and No. 2 in Shoe Care.

Click on the key brands in this category to find out more:

Airwick | Mortein

Airwick

Air Wick was first launched in the USA in 1944 with the invention of Air Wick Liquid, a wick in a glass bottle of liquid, which absorbs odours as it is pulled up within the bottle. Airwick offers consumers a large and growing range of fragrances and formats, including plug ins, battery operated devices, candles, gels and aerosols. They are used to eliminate bad odours, freshen and fragrance the air, but also, increasingly to create ambience.

Principal Markets

Europe, North America, Asia Pacific.

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Mortein

Mortein was first launched in the 1880s in Australia. It has been successfully launched throughout New Zealand, South Asia and the South Pacific. This pest control brand is famous for its Louie the Fly cartoon character advertising in Australia, which has been used for over three decades. Louie is now being used in South Asia for Mortein and in Malaysia, Singapore and Thailand for Shieldtox.

Principal Markets

Asia Pacific, South Asia.

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