Lenor

Company: Procter & Gamble Co

Brand value: US$1,539 million

Change since 2019: 12%

Headquarter city: Schwalbach am Taunus

Category: Home Care

Year formed: 1963

Lenor is an international market leader in fabric conditioning, promising softness and freshness for consumers’ clothing. The brand’s tagline is widely known: “Everybody feels good in Lenor” or in German, “Ich fühl mich wohl in Lenor”. Innovations over the years have improved the range; products now feature the “Long Live Fashion Formula” to keep clothes looking newer for longer. Lenor recently invited consumers to join their #30wears challenge, which urged them to commit to wearing every item of clothing at least 30 times (three times more often than average) before getting rid of it. The brand launched with a focus on consumers’ desire for cleanliness but later became associated with care for the environment, personal wellbeing, and a partner to busy householders. Its communications often have more in common with brands in the fashion or cosmetics sectors, than with advertising traditionally associated with laundry products.