Febreze expanding product line

CINCINNATI Febreze is releasing several new products this summer as it closes in on becoming the 23rd Proctor & Gamble brand to generate $1 billion in annual sales.

The Febreze line of products, which now includes air fresheners and candles to complement its detergents and household cleaners, generated $800 million in sales last year and should come close to $1 billion in 2008. To help the brand along, P&G is launching a new ad campaign and introducing new products this summer including a combined fabric-air freshener with a pump spray that delivers a finer mist.

Febreze is also licensing products outside of P&G. It’s rolling out a new line Febreze Closet Renewable air fresheners through a deal with E-Z Do and Brandscape LLC. P&G is also planning its largest-ever marketing campaign for Febreze products this summer.