P&G’S DOWNY TOTAL
IS A FASHION-FORWARD
P&G aligns fabric care with fashion with the rollout of Total
Care, a line of products that go beyond cleaning to soften
and maintain the color and shape of fabric.
As part of the launch for new Downy Total Care fabric
enhancer, P&G collaborated with Ann Taylor Loft stores to
bring consumers a distinctive shopping experience.
Celebrity stylist and TV personality Jorge Ramon hosted
five special Downy Total Care events at Ann Taylor Loft
locations. As part of the promotion, several women from
Jorge Ramon at the Ann Taylor Loft flagship store in New York City.
each market were pampered by personal shoppers and
were given the opportunity to meet with Mr. Ramon and
receive personalized style tips, gifts from Ann Taylor Loft
and special discounts.
Downy Total Care represents one of the brand’s biggest
launches in its 48-year history, and P&G is elevating fabric
care to fashion care. With a strong parallel between Tide
and Downy’s target consumers and Loft’s clientele, the
partnership with the stylish and versatile women’s apparel brand adds credibility behind the Fashion Care movement while reinforcing the new product benefits, according
“The Loft brand provides clients with fashionable clothing
that offers great style and quality at surprising prices,
enabling women to look and feel their best everyday,” said
Diane Holtz, executive vice president of Loft. “Approximately
two-thirds of Loft’s product is washable, which is a key ben-
efit in terms of convenience and value for our clients. We
have partnered with Downy Total Care to provide Loft
clients with a groundbreaking and easy way to keep their
clothes looking beautiful,” Ms. Holtz added.
The Loft promotion kicked off at the retailer’s flagship
store in Times Square in New York City on Sept. 25; it will
finish in Miami on Nov. 13. During the campaign, P&G
incorporated style tips on customized hanger tags and
stocked in-store magazines at more than 450 Loft stores
and also through the Ann Taylor Loft and Downy Total
Care websites. In-store elements also include wardrobe
room decals, hanger tags, gift with purchase, product sampling and a customized in-store magazine.
As part of its online strategy, Downy launched a new
site, www.DownyDesign Tags.com.
More info: www.Downy TotalCare.com
While offering lower consumption of water and energy use,
some high efficiency (HE) washing machines develop a
common problem—a foul odor that can potentially leave
laundry smelling less than fresh, and HE owners less than
pleased. After a few wash cycles, water that has not completely drained out of the machine can be left behind, creating a breeding ground for bad odors. According to Harold
Baker, associate research fellow at The Clorox Company,
bleach is the “mouthwash” for HE machines. The company
suggests HE owners do a load with Clorox Plus High
Efficiency Bleach, which is specially formulated for the
greener washing machines and effective in eliminating
those bad odors. “Clorox Plus High Efficiency Bleach makes
it easy to integrate proper HE machine maintenance and
cleaning into your existing laundry routine. Simply add
bleach during white loads once a week to remove the first
traces of scum accumulation while keeping whites their
whitest,” said Dr. Baker. More info: www.clorox.com
In Lifetime’s new reality competition series, “Blush: The Search
for the Next Great Make-Up Artist,” which premieres this
month, contestants will compete for a contract as a professional artist with Max Factor, a cash prize of $100,000 and
the opportunity to be the makeup artist for an upcoming In
Style photo shoot.
Emmy Award-winning actress Vanessa Marcil is hosting
the show, while In Style’s fashion director Hal Rubenstein
and makeup artist and author Joanna Schlip will serve as
judges. Makeup artist Charlie Green serves as a mentor
guiding the contestants through their challenges.