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P&G’s Downy Total Care Is a Fashion-Forward Brand

November 17, 2008

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 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 to P&G.

“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 benefit 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,

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