Fabulosa has officially launched its ‘Sing Clean’, the fragrance-led home and lifestyle brand’s latest campaign which represents its unique take on Spring Cleaning, with a musical twist.
Embodying Fabulosa’s feel-good ethos, the campaign sets out to bring together the brand’s passionate and loyal customers, and ‘put the fun into jobs that need to be done’. By way of a specially curated Fabulosa Spotify playlist, the brand challenges the perception of cleaning as a chore and encourages shoppers to liven up their Spring Clean. The playlist features a selection of much-loved, motivating melodies with some new favourites to spritz and sweep to.
Fabulosa has called out to its highly engaged social media fan base as part of the activation, providing its community of customers and cleanfluencers with an opportunity to get directly involved in the campaign by contributing their own top cleaning anthems which have been added to the playlist.
Charles Du Pré, head of marketing at Fabulosa, commented: “Our latest creative initiative is all about connecting with our valued customers and turning a Spring Clean into something to be celebrated, with the help of a fun, upbeat playlist to dance to whilst cleaning At Fabulosa, we put the fun into functional with our extensive range of phenomenally fragranced household cleaning products, and that is what we have set out to do with the launch of our Sing Clean campaign.
“Engaging with our Fabulosa community and social media followers to collect nominations for the Sing Clean playlist makes it a truly collaborative campaign, one which we hope will spread that Fabulosa feeling not just in Spring, but throughout the year as shoppers enjoy their favourite Fabulosa fragrances. The playlist is readily available on Spotify now for everyone to enjoy for free.”
Following its entry into the FMCG market in 2019, through an expertly executed, fast-moving schedule of exciting category-leading new product development, together with highly effective marketing campaigns, Fabulosa changed the perception of cleaning, and has rapidly taken value and volume share from well-established iconic household brands.
Fabulosa has since leveraged its strategic positioning and focus to bring fragrance to alternative lifestyle sectors, widening reach and disrupting not only the cleaning sector but also other FMCG categories outside of this category including home fragrance (candles, wax melts and diffusers), shoe and trainer care, and personal (bath and body), whilst it continues to grow and innovate with prolific NPD ongoing in Surface Care, Air Care, Laundry Care and Task Specific ranges including car care and garden care.
The brand has made significant inroads into the export market. With its sights set firmly on international expansion, the brand has a presence in leading European retail chains representing 3,000 locations across the continent and Fabulosa collections are now available throughout Europe including France, Belgium, The Netherlands, Germany, Poland, The Czech Republic, Austria and Italy. Since then, the firm has launched in Middle Eastern and North African markets, and has recently celebrated a major international milestone, having secured distribution rights representing one billion of the world’s population.
