P&G Launches Tide Swash

2009-12-07 | 01:05

Collection of fabric care products to be sold online only.

Tide is rolling out Swash, a new line of products designed to provide quick and convenient stain, wrinkle and odor removal solutions, which will be sold exclusively online.

The line features four products: Smooth It Out, a clothing dewrinkler spray, Fresh It Up, a refresher spray formulated to remove odors; Steam It Out, 10-minute dryer-activated tumbler sheets; and Get It Out, a stain removal pen.

"Swash was created to help people get more mileage out of their wardrobe," said Alejandro Bethlen, Swash brand manager.

According to P&G research, nearly 50% of adults claim to treat their clothes in-between washes.

"Our consumers are shopping, working and playing online, leading to the decision to launch Swash online only. As P&G explores new ways to launch products, we feel that Swash is the perfect test through which we can evaluate e-commerce launches,” Bethlen added.