Launching House of Fabulosa

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Cheshire-based fragrance-led home and lifestyle brand Fabulosa is applying its authority in fragrance with the launch of House of Fabulosa – its first premium cleaning product range.

The new collection, which is the first luxury concentrated disinfectant to market that cleans and disinfects as well as leaving a long-lasting scent, features a super concentrated, enhanced 4 in 1 formula with alcohol and is available in three premium new fragrances; Bramble HarvestTwilight Bouquet and Egyptian Cotton.

Each scent has been custom made by Fragrance Oils International, which is owned by the world’s largest perfumery and fragrance specialist, Givaudan, based in Geneva.

Encapsulating Fabulosa’s ‘made to be displayed’ ethos and reflecting its concerted focus on beautiful design, as well as its leadership in category merchandising, House of Fabulosa is the first collection in the brand’s product range to be introduced in a box, which is fully recyclable.

Adam Burnett, Group Marketing Director at Fabulosa, comments on the launch: “Through an expertly executed and fast-moving schedule of NPD and a hard-working integrated marketing campaign, Fabulosa has changed the perception of cleaning and we are eager to build on our monumental successes to date to continue moving both the brand and the category forward.”

“Fabulosa is constantly growing and innovating, and the launch of House of Fabulosa is a significant step change for us as it represents the next stage of the brand evolution. A key driver of our record growth has been our highly innovative approach to fragrance and product development, and we are delighted to be expanding our range with the addition of this unique, premium collection.”

Established less than three years ago, Fabulosa has had a meteoric rise. First launching into the mature household cleaning category in 2019, Fabulosa has been rapidly taking market share. It’s not only achieving more liquid volume share than all other liquid disinfectants brands, but with its unique prolific new product development (NPD) drive, the business has recently become the UK’s number one privately-owned brand in the entire cleaning market, by volume and value. (Kantar 52 w/e December 26th 2021).

Fabulosa’s vast range includes Surface Care, Air Care, Laundry Care, Personal Care, Shoe Care and Task Specific ranges including car care and garden care. For more info on Fabulosa, please visit: https://myfabulosa.co.uk/

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