Glade Plug-in Lavender Refill
Glade · Air Care · Plug-in · 20ml refill
Highest-margin recurring SKU in air care
About this SKU
Continuous-fragrance refill for the Glade plug-in device. Recurring revenue driver — 4-week consumption cycle, high attachment rate to the device base installed in premium homes.
- Attachment rate: 3.1 refills / device / yr
- Margin: 41% — top of air-care portfolio
- Premium index: +22% vs aerosol equivalents
Actions needed
Co-locate refills next to plug-in devices
Drives attachment at point of purchase
Secure 3 facings on premium air-care shelf
Pitch 3-refill bundle to category buyer
Locks 12-week consumption
Root-cause intelligence
Why strategic?
Recurring revenue + top margin in category
Visibility gap
Refills often separated from device on shelf
Coach diagnosis
Refill velocity is capped by poor co-location with the device. Re-planogram to cluster device + refills lifts attachment ~25%.
Pricing & promo guidance
Suggested price
R$ 16.90
Floor
R$ 14.50
Competitor
R$ 17.40 (Bom Ar Plug)
Margin
41%
Active mechanic
Combo Device + 2 Refills
−12% bundle
Trade fund
R$ 1.80 / unit
Avoid
Standalone deep discount
Cannibalizes device sales