Reckitt Benickier is rolling out Woolite Everyday with Fiber-Flex, billed as an “innovative new detergent formula” that helps protect clothes from color fading and maintains fabric shape and fiber elasticity to leave clothes looking like new even after 20 washes. The exclusive Fiber-Flex Technology described by the brand as a first-of-its-kind in detergents and is designed to help provide ultimate protection by maintaining fabric shape and fiber elasticity while cleaning. Garments also feel soft and smooth and provide visible effects after only five washes.
The R&D team at Woolite studied the personal care industry and conducted extensive testing which simulated the real life wearing and stretching of garments, and they also looked at consumers' habits and top motivators as it relates to laundry and the care of their clothing. The findings showed that 80% of consumers were most interested in detergents that cleaned while preserving the integrity of the garment especially shape and fit. As such, after scouring through hundreds of potential ingredients to achieve this preservation efficacy, the main ingredient—fatty coconut acid oil—was found to nourish fibers of garments during the wash cycle.
"We know that protection during the cleaning process is very important to keep your favorite everyday clothes from fading, shrinking and stretching," said Ben Crawley, brand manager for Woolite USA. "Leveraging our expertise in the protection of delicates, we are excited to introduce Woolite Everyday with Fiber-Flex technology that extends the protection and care in the wash to all everyday clothes and not just delicates. Woolite will help preserve the love affair a consumer has for her favorite clothes for up to 20 washes."
Woolite Everyday with Fiber-Flex technology also features a new Sparkling Falls scent.