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Woolite took on New York Fashion Week with a pop-up shop in the SoHo section of New York City.

October 1, 2012


• Woolite took on New York Fashion Week with a pop-up shop in the SoHo section of New York City. The boutique, which opened Sept. 6, featured the latest fashions and following the brand’s campaign slogan—”WooliteWashed. Clothes look like new, longer”—each item showcased was washed in Woolite so that consumers could experience the product’s benefits.

“Since Woolite launched in 1952, we have grown with generations of consumers through honoring our brand promise,” said Laurent Faracci, general manager of Reckitt Benckiser USA, the parent company of Woolite. “The WooliteWashed Boutique is a testament to how strongly we believe in our product. We understand the deep emotional connection that consumers have with their wardrobes, and we want to show them in dramatic fashion how Woolite can help keep that love alive.”

The brand was dovetailing a focus on its machine wash detergents with a fall-launching media campaign. The WooliteWashed advertising was infused into the boutique via interactive elements and social media initiatives that reinforced the importance of the brand’s clothing preservation mantra, “Make True Love Last.”

Consumers were able to purchase limited-edition garments and accessories, also pre-washed in Woolite, from five notable designers, including Dannijo, Felix Rey, LNA, Laundry by Shelli Segal and Timo Weiland. All of the proceeds were donated to Save the Children, a non-profit creating lasting change in the lives of children in need in the US and around the world.

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