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Giles Deacon fashion line, new laundry SKUs unveiled in US.
January 14, 2015
By: Christine Esposito
Editor-in-Chief
Fabric and fashion experts came to New York City today for P&G Fabric Care’s Future of Fabrics event, where the CPG giant unveiled new products within its powerhouse Tide and Downy lines. Hosted by style expert George Kotsiopoulos, the event also included the next stage of the “Washable Fashion” initiative in a runway show cultivated by designer Giles Deacon. This was the second-annual P&G Future Fabric event in New York City, preceded by an event for global media that took place in Berlin last November. Among the new products introduced by P&G were Downy Fresh Protect In Wash Odor Shield, Downy Infusions in Botanical Mist scent and Tide Pods+ Febreze. Downy Fresh Protect In Wash Odor Shield is a bead technology similar to Downy Infusions that are added to laundry before the wash. In addition to adding scent, the beads included odor-neutralizing technology that helps protects clothes from bad odors (think smoke or lingering scents from lunch). The new Botanical Mist scent offered in the Downy Infusions line fits trends in the “modern natural” category, according to P&G, with top, middle and base accords inline with fine fragrance. Tide Pods+ Febreze features proprietary enzymes, surfactants and boosters that, like its other new rollouts, follow in lockstep P&G’s three-step fiber science approach centered on cleaning, protecting and enhancing clothing. Check back in with happi.com for more in-depth coverage of P&G’s Future Fabric event.
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