Brand value: US$1,368 million
Change since 2018: NEW ENTRY!
Headquarter city: Schwalbach am Taunus
Category: Home Care
Year formed: 1963
Lenor is an international market leader in fabric conditioning, promising softness and freshness for your clothes since 1963. The brand initially focused on consumer demand for cleanliness, and in the 1970s became associated with care for the environment. In the decades that followed, it rode on waves of enthusiasm for wellness and wellbeing, and now positions itself as a partner to self-made women. With its current Lenor Mystery collection, it moves beyond the laundry category to become more like a fashion or cosmetics brand. Innovations over the years have improved the range, with “New Lenor Softness Technology” in 2013 to keep clothes looking newer for longer, and in 2014, a sustainability-driven move to reduce pack sizes by 30 percent without losing efficacy. The brand’s tagline is widely known: “Everybody feels good in Lenor” or in German, “Ich fühl mich wohl in Lenor”. To advertise its new Unstoppables product, Lenor has launched a video spot featuring FC Bayern Munich football players Alaba, Lewandowski and Müller.