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IN THE NEWS
P&G Partners with The Limited for Campaign
2009-02-24 | 08:04
Fashion brand to showcase benefits of Tide and Downy products
Procter & Gamble's Tide and Downy brands continue to blur the lines between fashion and laundry products by launching a new partnership with women's apparel retailer, The Limited, an affiliate of Sun Capital.
Beginning Feb. 23, this partnership will celebrate new Tide and Downy
Total Care's innovative product benefits and remind women that "washable is fashionable," says P&G.
As part of a $60 million dollar marketing campaign to introduce the latest
line of “Fashion Care Products,” Tide and Downy are building on the success of previous retail partnerships and reminding women that they can look fabulous and help keep clothes looking like new with Tide and Downy Total Care. Research has indicated a strong overlap between Tide and Downy's consumers and The Limited's stylish clientele, reinforcing the importance of clothing maintenance and "fashion care."
The partnership will take place in over 200 Limited stores across the
country. The in-store elements include hang tags, gift with purchase, tissue stickers, and customized signage. This partnership will also exist on both The Limited (www.TheLimited.com) and Total Care (www.TryTotalCare.com) websites offering product information and an online gift with purchase.
"Women have told us that, to them, value means great benefits at a
reasonable price," said Kash Shaikh, influencer marketing manager, P&G Fabric Care. "With Total Care, we've worked to deliver this by pairing
unprecedented product benefits with strong retail partnerships so women get the most out of their wardrobes. The Limited offers quality, affordable and washable fashions to millions of women ever year, making them a perfect partner in this journey."
After five years and 15,000 R&D hours, Tide and Downy researchers
have combined the best of beauty and fabric care technologies to create the Protective Fiber Complex -- a formulation with similar conditioning
ingredients as those found in hair and skin care products that help maintain clothing's color, shape, and softness. The Total Care lineup helps protect the "newness" of clothing, even after 50 washes, making it a seamless fit for The Limited, which boasts nearly 80% washable clothing.
Recently, Tide Total Care was awarded the V.I.P. (Very Innovative Product) Award by Good Housekeeping in the February 2009 issue.
Beginning Feb. 23, this partnership will celebrate new Tide and Downy
Total Care's innovative product benefits and remind women that "washable is fashionable," says P&G.
As part of a $60 million dollar marketing campaign to introduce the latest
line of “Fashion Care Products,” Tide and Downy are building on the success of previous retail partnerships and reminding women that they can look fabulous and help keep clothes looking like new with Tide and Downy Total Care. Research has indicated a strong overlap between Tide and Downy's consumers and The Limited's stylish clientele, reinforcing the importance of clothing maintenance and "fashion care."
The partnership will take place in over 200 Limited stores across the
country. The in-store elements include hang tags, gift with purchase, tissue stickers, and customized signage. This partnership will also exist on both The Limited (www.TheLimited.com) and Total Care (www.TryTotalCare.com) websites offering product information and an online gift with purchase.
"Women have told us that, to them, value means great benefits at a
reasonable price," said Kash Shaikh, influencer marketing manager, P&G Fabric Care. "With Total Care, we've worked to deliver this by pairing
unprecedented product benefits with strong retail partnerships so women get the most out of their wardrobes. The Limited offers quality, affordable and washable fashions to millions of women ever year, making them a perfect partner in this journey."
After five years and 15,000 R&D hours, Tide and Downy researchers
have combined the best of beauty and fabric care technologies to create the Protective Fiber Complex -- a formulation with similar conditioning
ingredients as those found in hair and skin care products that help maintain clothing's color, shape, and softness. The Total Care lineup helps protect the "newness" of clothing, even after 50 washes, making it a seamless fit for The Limited, which boasts nearly 80% washable clothing.
Recently, Tide Total Care was awarded the V.I.P. (Very Innovative Product) Award by Good Housekeeping in the February 2009 issue.
