The brand's resilience to recessionary belt tightening provides an interesting case study into how consumer preferences can be harnessed in austere times.

Febreze recently became the 24th Procter and Gamble product to reach $1 billion in annual sales, a fact made more remarkable given that the economic slump has driven customers away from some of P&G’s other products in favor of cheaper detergent, shampoo and toilet paper.

One reason for Febreze’s resilience is that more people are spending greater amounts of time at home in the wake of recent austerity measures. However the Wall Street Journal notes that Febreze is growing faster than established air freshening heavyweights like Glade & Airwick and Johnson & Son.

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