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September 6, 2000
By: TOM BRANNA
Editor
Procter & Gamble has added a new wrinkle to its Downy franchise. This month the company is introducing Downy Wrinkle Releaser, a simpler, more convenient way to remove wrinkles. According to P&G, Downy Wrinkle Releaser is the first spray available in the fabric care aisle that improves how fabrics look by removing wrinkles anytime, anywhere without ironing. “Wrinkles can happen anywhere. Whether they occur in the kitchen while getting your children ready for school or in a cramped closet, they are a source of daily frustration,” said Keith Riddiford, brand manager for North American Downy. “With Downy Wrinkle Releaser, we are creating a new category in the fabric care aisle and filling a void in clothing care by offering people a simple way to remove wrinkles anytime, anywhere, without the use of an iron.”Downy Wrinkle Releaser works by relaxing and smoothing fabrics to remove wrinkles without an iron. The consumer sprays Downy Wrinkle Releaser using a sweeping motion on a garment until it is slightly damp. Then tugs and smooths away wrinkles with her hands and lets the garment dry. Downy Wrinkle Releaser will be available nationwide this month. Available in three sizes: 500 ml, 1 liter, and a 1 liter x 1 liter bundle pack version, Downy Wrinkle Releaser is sold in two different scents: Light Freshness and Vibrant Freshness for those seeking more scent.Downy Wrinkle Releaser is expected to retail for about $3.99 for 500 ml, $6.99 for the 1 liter and $11.99 for the 1 liter x 1 liter bundle pack.
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