NATLINK Sdn Bhd, recently awarded exclusive regional marketing rights to X-it, a Norwegian-made air freshener, is looking at achieving sales of 200,000 units of the new product worth RM2mil in Malaysia this year.
Its general manager Frances Chang said the company, which is involved in sourcing, developing and marketing natural and clinically researched products for South-East Asia, would use Malaysia as a gateway to market the product in the region.
We are confident X-it will do well in the Asian market, Chang told reporters after the launch of the product in Kuala Lumpur yesterday by Norwegian ambassador to Malaysia Arild Eik.
Since the launch of X-it in Denmark in 1999, the product had achieved a 66% growth in the air freshener market and is one of the leading brands of air fresheners in Scandinavia.
We expect a similar trend here, said Chang, adding that there were many products in the market to mask unpleasant odours but few products cleaned the environment, leaving no odour.
The company would market the product through pharmacies and retail outlets, including supermarkets.
The X-it range includes the liquid spray that comes in a 150ml or 500mil bottle and costs RM13.90 and RM32.90 respectively.
Theres also X-it in powder form, packed in sachets costing RM15.90 each. The refills cost RM17.90 for two sachets.
X-it was originally used in hospitals to remove unwanted odour but is now used in homes, offices and shops.
The product is effective in removing odour from tobacco smoke, cooking, bathrooms, toilets and unpleasant odours from dustbins. It can even remove the durian smell from the car, said Chang.
She said X-it worked by reacting with the particles in the air to neutralise odour molecules, thus removing the offending smell.
According to Natlink chairman Bendt Starup, X-it is a 100% natural product that has been tested and documented by the Norwegian University of Science and Technology to be hypoallergenic and non-toxic.
He said the product was the result of 10 years of research and was manufactured by Norwegian company Herman Lepsoe A/S.
Malaysia is the companys (Herman Lepsoe) first market outside Scandinavia and we aim to play a significant role in promoting the product in the region, said Starup.
Natlink markets three other main products: Vivida, a skin rejuvenating supplement, Viviscal, a hair nourishment treatment and Eulactol, a heel balm treatment for dry skin.