Let’s review what consumers say they like and don’t like about the current category offerings. While plug-in air freshening units are still out there in bathrooms and hallways, they make some consumers nervous. One said, “I got weirded out leaving them plugged in all day.” The products’ refill business model can also be frustrating for those who find their scent missing on the shelf-particularly because consumers are not likely to stock up on this type of product.
Of course, every product can’t meet the needs of every consumer. But it is important to consider a few need states that seem to characterize discrete groups of air freshener users.