Recently, we joined Procter & Gamble (P&G) in New York City for their annual Future Fabrics event. Hosted by Fashion Police’s George Kotsiopoulos, we got a lesson in the fabrics of tomorrow, and the right way to care for our clothes. After all, as we learned from guest speakers Sabine Le Chatelier, Deputy Fashion Director at PREMIERE VISION, and Dr. Lawrence Rosenblum, psychology professor at the University of California Riverside, fabrics are more than just material.
Fabrics can convey so many emotions, elicit so many memories, that keeping them looking newer and for longer is imperative. We had the opportunity to look at, smell and feel clothes treated with P&G’s latest product innovations, and the proof was right in front of us: brighter colours, long-lasting, scents, and strong fabrics. The upcoming product line includes Downy Fresh Protect, akin to deodorant for your clothing, which neutralizes and blocks odors; Downy Infusions Botanical Mist, which boasts renewing scent pearls that release a burst of fragrance every time your clothing moves; and Tide HE Turbo, which works with high-efficiency machines for maximum results.Mary Johnson over at P&G research and development answered a few questions for us on how Tide and Downy’s approach to fabric care helps clean and maintain clothes at the fibre-level. After all, when women wear just 20% of their clothes 80% of the time, these garments that get the most use (and love) out of you need to last as long as you need them to!
How are Tide and Downy changing the game when it comes to cleaning and caring for one’s clothes?
“Tide and Downy are changing the game when it comes to caring for the clothes you love because through the 3-Step FiberSCIENCE approach, they take care of the fibers in your fabrics in the same way you care for your skin or your hair: by cleaning, protecting and enhancing. This means you can preserve and even enhance the multi-sensorial qualities of the clothes you love—their look, feel and scent—so you are maintaining not only their longevity but also their “quality of life”.”
With the new advances in Tide, how is its new formulation keeping clothes looking brighter and newer-looking for longer?
“Tide’s formulas help protect and improve the look of clothes via a process of fiber purification and preservation, which removes and prevents impurities from re-depositing back on fibers. This can cause clothes to appear dull and dingy and influence people’s emotions and preference. Tide also helps protect the feel of clothes through FiberSCIENCE technologies specialized in optimizing the wash conditions to help protect fiber integrity and preserve that “like-new” feel. Tide FiberSCIENCE experts also focus on improving the cognitive-emotional connection to clothes thanks to a combination of unique fresh scent technologies and impeccable cleaning against invisible stains that can cause odor.”
Getting a lesson from P&G scientists on how the new Tide HE Turbo works.
With Downy Infusions’ new Botanical Mist, its renewing scent pearls allows for a fresh burst of fragrance throughout the day. Through R&D, was this something customers have been asking for?
“We speak to thousands of consumers each year, and they tell us that long-lasting freshness is a top concern. And we know from Dr. Rosenblum’s presentation that odors that we aren’t even consciously aware of can influence our perception of other people, and even our moods. Studies have shown that if you show someone a photograph of a person, they will judge them to be less attractive if there is a barely perceptible unpleasant odor in the room in which the subject is sitting. In contrast, pleasant smells can improve a person’s impression of another person and even a person’s mood and even work performance. Inspired by the link between people’s emotions and scent, Downy enhances garments and moods with sophisticated renewing scent pearls technology and perfume oils that provide an irresistible freshness experience and long-lasting fragrance throughout the day. Downy is like a fine fragrance for your clothes and the scents in Downy have been developed by professional perfumers at P&G using the same approaches we employ in the development of our fine perfumes.”