Air Wick Active Fresh | 2021-2023

Designer: Dai Sanders, DCA Design International Ltd., Warwick, Warwickshire, United Kingdom
Manufacturer: Reckitt, Schipol, The Netherlands

As part of Reckitt’s commitment to sustainability, DCA have helped them deliver Active Fresh, Air Wick’s first aerosol-free Automatic Spray System infused with Natural Essential Oils and 95% Naturally Derived Ingredients. The water-based formula eliminates the need for the petrochemical solvents and propellants found in most aerosol diffusers.

Active Fresh delivers the same portable convenience, 24/7 odour neutralisation and intensity adjustment their consumers have come to expect with previous autosprays but this new proposition is broadening its appeal to attract new consumers who were put off by the chemical perception of aerosols. The new device now even includes a boost feature for occasions when you need fragrance on demand.

Compared to other autosprays, the new Active Fresh refill sees a 69% reduction of CO2 representing a saving of around 2600 tonnes of CO2 in its first year. The refill bottles are made with 50% post-consumer recycled material and are recyclable.

Early research revealed that the new product was preferred to other autosprays by three out of four existing users and within weeks of launch, Active Fresh has already won a 2023 Product of the Year Award voted for by over 8,000 people.

In short, this innovation is the result of optimising all aspects of the product including fragrance, formula, refill and device hardware to give the performance consumers expect with more natural ingredients and a lower environmental impact.