Dr. Beckmann Fragrance Experience – The first Global Press and Influencer Launch Event of Dr. Beckmann Group
Egelsbach, May 2025. On 13 May 2025, the Dr. Beckmann Group welcomed international media representatives and well-known social media personalities from the cleaning and household community to Frankfurt am Main (Germany) presenting its latest innovation as part of a completely new experience. The colourful, immersive showroom not only showcased the new MAGIC LEAVES® Fabric Conditioner Sheets but also celebrated the brand’s globally successful product portfolio through the evocative power of fragrance. At the heart of the event: Dr. Beckmann Fabric Conditioner Sheets – as a true breakthrough in fabric care, the revolutionary, ultra-light format delivers that unmistakable “AMAZING!” moment.
Powerful statement: First international Dr. Beckmann PR & Influencer Event
Innovation is the driving force behind Dr. Beckmann’s success and global expansion. The Dr. Beckmann Fragrance Experience marked the start of the go-to-market campaign for the new Fabric Conditioner Sheets and powerfully demonstrated the Dr. Beckmann Group’s international ambition: for the first time, the company’s three core markets – the DACH region, the UK and France – held a joint press and influencer launch event, introducing the new product at the same time. The goal: to make the brand’s vision for the future and its innovative strength tangible. In the elaborately designed showroom, guests were invited to rediscover familiar products through the emotional power of fragrance. Portfolio highlights were not displayed in their conventional categories or by function, but as part of vibrant, thematic fragrance worlds – fresh, floral and tropical – delivering a multi-sensory brand experience and underlining Dr. Beckmann’s strategic positioning as a brand that combines superior performance with emotional appeal.
Where innovation meets emotion: Fragrance inspires a community
The event celebrated Dr. Beckmann not only as an innovator, but also as an inspiring community-builder. Amidst laid-back rooftop vibes and the debut of the new product, the Home Fragrance Workshop offered a personal, creative highlight. Guests crafted their own bespoke room fragrances – inspired by the scent profiles of the new fabric conditioner sheets and the entire Dr. Beckmann portfolio. In a relaxed atmosphere, with finger food and sweeping city views, the event sparked vibrant conversations between the brand, the media and content creators. The Fragrance Experience was more than a product launch – it was a truly immersive sensory journey, with the new Fabric Conditioner Sheets with MAGIC LEAVES® technology taking centre stage.
The new way to soften: Innovative, sustainable, extra softness and freshness
A genuine innovation enters the fabric care aisle: Dr. Beckmann Fabric Conditioner Sheets are ultra-light, convenient and pre-dosed, offering an easy and hygienic alternative to traditional liquid fabric softeners. The sheet is placed directly into the drum – no measuring, no sticky dispenser drawer. Infused with a touch of Floral Fresh, Summer Blossom and Tropical Orchid, the sheets deliver long-lasting freshness to every wash. The formula enhances softness and helps prevent pilling. Vegan and suitable for towels and everyday activewear, the sheets maintain absorbency and breathability of fabrics. The slim, compact packaging is easy to store and transport – and uses 75% less plastic[1]. A modern solution that ticks all the boxes: effective, sustainable, and effortlessly easy to use.
[1] Compared to liquid softeners in plastic bottles for a similar number of washes.