P&G Expands Laundry Care Range with New Downy Rinse & Refresh

Procter & Gamble has rolled out new Downy Rinse & Refresh, which is being billed as a “groundbreaking” deep-cleansing fabric rinse that is designed to help remove odor-causing residues three times better than detergent alone.

The formulation was developed to address the needs of consumer concerned with malodor in laundry.  One in three households claiming malodor as their top laundry issue, according to Downy, an iconic brand in the company's portfolio.

“Downy Rinse & Refresh is the latest innovation to tackle malodor in your clothes that keeps resurfacing or can’t be washed away with detergent alone,” said Sammy Wang, Downy senior scientist. “This deep cleansing fabric rinse helps remove the source of odor-causing residues and hard water metal buildup that get trapped in fibers with a breakthrough, clear formula for softer, fresher, and brighter fabrics.”

Downy Rinse & Refresh is designed to be poured into the fabric softener drawer, agitator cup, or directly into the rinse cycle (depending on the washing machine). It is safe to use on all fabrics, including activewear, towels, delicates and baby clothes and contains no dyes or heavy perfumes. There are two scents: Cool Cotton and Fresh Lavender.

P&G says the brand will partner with influencers across social platforms and release a TV spot. In-store activations are planned for major retailers.