New Tide(R) Total Care(TM) Helps Keep Clothes Looking Like New, Even
After 30 WashesTORONTO, March 5 /CNW/ - They say that true beauty defies age. Now the
makers of Tide(R) and Downy(R) have come up with a way to help preserve and
protect your beautiful clothing over time. Introducing Tide(R) Total Care(TM)
and Downy(R) Total Care(TM), two new products that go beyond cleaning and
softening to help maintain the colour and shape of fabrics. By combining the
best of Beauty and Fabric Care technologies to help maintain the beauty of
clothes, Tide and Downy Total Care are elevating the standard of care to an
inspiring new realm: Fashion Care.
FILLING AN UNMET NEED FOR WOMEN
Fashion and clothing play an essential role in shaping a woman's personal
identity as well as how she is perceived by others. A recent US study found
that eight in 10 women say clothing is very important to them...and to their
confidence.(1) However, the everyday wear and care process can leave fabrics
looking dull, misshapen, and worn, putting her confidence and self esteem at
risk.
"Maintaining and enhancing the beauty of skin and hair have long been an
intimate part of women's beauty routines," said Victoria Maybee, P&G Fabric
Care External Relations, "but they've lacked the ability to devote the same
intimate attention to their 'second skin' - their clothes. Women are often
frustrated with how the aging of their favourite clothes can seem inevitable
and have been searching for ways to sustain the newness of their fabrics. New
Tide Total Care and Downy Total Care will help them do that."
HOW CLOTHES REALLY AGE
Procter & Gamble researchers have identified four of the most significant
factors that contribute to fabric damage, causing clothing to lose its new
look and feel.- Wash Water Contamination: Water contaminants like chlorine, calcium
and magnesium cause physical abrasion by adding rough surface texture
to cotton fibres. This surface texture can increase fibre damage when
they rub together in the wash and wear process.
- Dye Fading: Colour fading is caused by the reaction of chlorine ions
with the chromophores of the different dyes and pigments present in
fabrics.
- Fibre Abrasion: Abrasion weakens the fibres of clothes and is
responsible for fading and the formations of pills and fuzz. It also
reduces fabric's ability to retain or restore original shape.
- Fabric Deformation: Stress exerted on garments as they are stored or
worn can cause permanent deformation, negatively affecting fit.TOTAL CARE'S INNOVATIVE TECHNOLOGY
"We worked for almost five years with our colleagues in Beauty from
around the world to take the science and technology from some of our best
Beauty Care products and adapt them to elevate the clothing care experience,"
said Mike Orr, Section head, Tide product development, P&G Fabric Care.
The Total Care line includes the Protective Fibre Complex that provides
incredible care for beautiful clothes. Components include:- Silicone: Derived from ingredients used in a variety of beauty
products, the silicone technology found in Tide and Downy Total Care
helps combat the aging of fabrics. These silicones were adapted to
perform within the wash cycle through a lubricating technology that
reduces abrasion between fibres and helps protect colour and shape of
garments.
- Polymer: In the wash process, this deposition aid forms a chemical
complex known as a coacervate to help keep the silicones from washing
away. The coacervation mechanism acts as a net, capturing other care
ingredients and bringing them down to the surface of the fabrics for
maximum effect.
- Chlorine scavengers: This technology helps maintain bright colours
and prevent dyes from fading away by neutralizing chlorine in the
wash water that typically bleaches the colour out over time.
TIDE'S SEVEN SIGNS OF BEAUTIFUL CLOTHES
Tide Total Care's 7 Signs are the difference between "wearing clean
clothes" and "being Dressed to Sevens" every time you walk out the door. P&G
researchers looked to the signs of aging in beauty to develop Tide Total
Care's benefits:
1. Cleans thoroughly
2. Helps protect colours
3. Helps preserve shape
4. Helps maintain finish
5. Enhances softness
6. Helps prevent pills
7. Fights stainsDOWNY HELPS KEEP THAT "FIRST WEAR LOVE" ALIVE
To help women keep that "first wear love" alive, P&G researchers set out
to develop a fabric enhancer that helps protect the "newness" of clothing so
women can put their best look forward. Downy Total Care's core benefits are
softness and freshness, as well as shape and colour retention.
Tide Total Care and Downy Total Care will be available nationwide in
March 2009. Suggested retail price for Tide Total Care is $9.99 for 20 uses,
$18.49 for 40 uses and $24.99 for 60 uses respectively. Suggested retail price
for Downy Total Care is $6.99 for 48 uses and $8.99 for 72 uses respectively.
Pricing is at the sole discretion of the retailer.
About Procter & Gamble
Three billion times a day, P&G brands touch the lives of people around
the world. The company has one of the strongest portfolios of trusted,
quality, leadership brands, including Pampers(R), Tide(R), Always(R),
Pantene(R), Mach3(R), Bounty(R), Pringles(R), Charmin(R), Downy(R), Iams(R),
Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R),
Wella(R), Gillette(R), and Braun(R). The P&G community consists of over
135,000 employees working in over 80 countries worldwide. P&G is the leading
consumer products company in Canada with over $2.9 billion in annual sales.
Please visit www.pg.ca for the latest news and in-depth information about P&G
and its brands.-----------------------------------------
(1) 2001 study by The National Network for Women's Employment and the
Cosmetic, Toiletry, and Fragrance Association
For further information: Optimum Public Relations, Charlene Lo, (416)
934-8409, charlene.lo@cossette.com
