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Collection of fabric care products to be sold online only.
December 7, 2009
By: TOM BRANNA
Editor
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.
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