Lenor and Dash present the Sanremo Collection, the limited edition inspired by the City of Flowers

Lenor and Dash present the Sanremo Collection, the new limited edition inspired by the City of Flowers with a floral fragrance to wear every day.

The new Collection brings a world of floral essences to the laundry, evoking the Riviera in spring: the fresh notes of rose and peony intertwine with the sweet, delicate fragrance of wisteria, in four interpretations created by Lenor perfumers to transform the everyday act of doing laundry into an increasingly personal and multisensory experience.

From laundry to fragrance to wear

The choice of fragrance is therefore not a secondary detail. 82% of consumers consider the fragrance of a laundry product important, and for 54% it is even very important. In addition, 76% associate successful laundry with the smell of clean, a higher percentage than those who focus primarily on the visual appearance of garments (68%). These figures show how the olfactory dimension is now an integral part of the perception of laundry being done well. In this context, the fragrance of garments takes on a role that goes beyond simple freshness. Fragrance is closely linked to memory and emotions and can contribute to a sense of comfort, familiarity and wellbeing.

And Italians are particularly sensitive to this aspect: 64% defines themselves as scent seekers, that is, in search of intense and long-lasting fragrances, a higher proportion than that recorded in the United Kingdom (57%), France and Germany (39%). Laundry thus also becomes a space for personal expression: choosing how one's clothes smell increasingly means choosing a fragrance that represents us, accompanies us throughout the day and contributes to the feeling of being comfortable in our clothes. This is particularly relevant for Lenor, which through fragrance research and technological innovation works to [[ARTW_HTMLOPEN_AAAU]bring the world of laundry ever closer to that of perfumery.

The comment

"With the Sanremo Collection, Lenor and Dash continue the journey of telling Italy through limited editions inspired by its most iconic places and moments. Following the Collection dedicated to Cortina, created on the occasion of the Milano Cortina Winter Olympic and Paralympic Games 2026, today we celebrate the City of Flowers with a fragrance that captures its identity and floral tradition. At the same time, we want to bring laundry into a new dimension, where garment care meets personal wellbeing and style. That is why we invest in innovation and in experiences capable of enhancing the olfactory dimension of garments, which is increasingly becoming a way to express ourselves, tell our story and take care of ourselves. With the Sanremo Collection, we thus bring together fragrance, style and Italian culture", explains Vittorio Sapio, Marketing and Commercial Director of the Fabric and Home Care division of P&G Italia.

The fragrance of Sanremo, from laundry to wardrobe

The Sanremo Collection comprises Lenor Fabric Conditioner, Lenor Scent Booster Beads, Dash Liquid and Dash Pods: four products for four different olfactory interpretations, united by the same leitmotif of rose, peony and wisteria, with each conveying it through a distinct personality. The reference to the City of Flowers is already evident in the packaging, decorated with a cascade of petals, buds and flowers that accompanies the fragrance's journey from the pack to the wardrobe.

The Collection also highlights the combined use of Dash and Lenor products, which come into play at different points in the laundry routine: from washing and removing dirt to softening and fragrancing fabrics, through to the possibility of intensifying and personalising the fragrance with scent booster beads. In a recent study conducted by P&G in the United Kingdom, the proportion of consumers who describe their laundry routine as the best they have ever tried rises from 14% with their usual routine to 35% when using Dash detergent and Lenor fabric conditioner, and up to 67% when also adding Lenor scent booster beads.

The Lenor scent bubble technology 2.0 also helps make the olfactory experience last even longer, enabling the microcapsules to gradually release the fragrance each time they come into contact with the fabric. After 40 interactions, the microcapsules retain 41% of the original fragrance, twice as much as the previous generation, helping to maintain a feeling of freshness throughout the day.

The competition

The Sanremo Collection also sees the launch of “Win the emotion of Sanremo!”, the competition that will accompany consumers up to the Festival of Italian Song. Until 15 January 2027, it will be possible to enter for the chance to win an exclusive experience for two people at the 77th Festival of Italian Song, including travel, accommodation and VIP tickets to attend the evenings at the Teatro Ariston. A journey, then, that starts with laundry and arrives in Sanremo, bringing a new idea of fragrance to Italian wardrobes: no longer merely the mark of freshly washed laundry, but a genuine olfactory signature to wear.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.