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Reckitt Sees Value in Other Brand’s Familiar Scents

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By: Christine Esposito

Editor-in-Chief

Reckitt Benckiser's Air Wick brand is introducing a first of its kind “Familiar Favorites” collection—which is inspired by scents of “beloved” brands like Snuggle, Cinnabon and Baby Magic. “Scent has the power to evoke a unique sense of comfort when you surround yourself with fragrances you know and love,” said Domenick Tiziano, senior brand manager, Reckitt Benckiser. “We're thrilled to be partnering with three of America's most recogniz...

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