The mango-and-orange-fragranced product, which goes on sale later this month, will be backed by a £4m television, press and radio campaign created by Grey London.
In the Pink will be available in regular and concentrate formulations and is the latest in a series of variants to be launched by Lenor. Its introduction follows last year's launch of a Sleep Sensations variant (Marketing, 23 February).
Lenor is seeking to challenge the dominance of market leader Comfort, which was overhauled by its owner, Unilever, last year.
The revamp, which included changes to its fragrance, packaging and tagline, was backed by a £7m spend (Marketing, 16 March).
Sales of fabric conditioners grew by 12% between 2002 and 2004 to reach £275m, according to Mintel.