Downy® Releases Its Biggest Innovation in Over 30 Years, Bringing a New Way to Help Remove Tough Odours in Laundry
Procter & Gamble has launched Downy Rinse & Refresh™, a new deep-cleansing fabric rinse aimed at tackling malodour issues prevalent in 1 in 3 households. This product claims to eliminate odour-causing residues 3X better than regular detergent in one wash, addressing persistent smells from workout clothes, pets, and kids. Available in Cool Cotton and Fresh Lavender, Downy Rinse & Refresh™ will retail for $8.99 (754 mL) and $15.99 (1.42 L). This initiative includes influencer partnerships and TV advertisements to promote its launch.
- Launch of Downy Rinse & Refresh™ targets a significant consumer pain point with 1 in 3 households citing malodour as an issue.
- Product claims to remove odours better than leading bargain brands, potentially increasing market share.
- Broad applicability across various fabric types, enhancing consumer usage frequency.
- None.
Downy Rinse and Refresh™ Provides a Solution to Consumers Who Cite Malodour as Top Laundry Issue
Downy Rinse and Refresh™ will be available in Cool Cotton and Fresh Lavender at retailers nationwide. (Photo: Business Wire)
“Downy Rinse & Refresh is the latest innovation to tackle malodour in your clothes that keeps resurfacing or can’t be washed away with detergent alone,” said
From smelly workout gear to garments affected by pet odours or kids' messes, there is finally a solution that allows consumers to keep their laundry fresh. Simply add Downy Rinse & Refresh to the everyday laundry regimen. Pour it directly into the fabric softener drawer, agitator cup, or add it directly into the rinse cycle (depending on the washing machine). It’s safe to use on all fabrics, including activewear, towels, delicates and baby clothes and contains no dyes or heavy perfumes. Now there’s a Downy for everyone, every fabric and for every load.
“We heard from families about the need for a product that truly tackled set-in odours from their fabrics that detergents alone could not get out, so our laundry scientists developed a breakthrough solution that could easily be added to any laundry routine. Downy Rinse & Refresh is unlike anything you have seen on the market or in the fabric softener aisle, finally removing stubborn odours and residues. And since Downy Rinse & Refresh works on all fabrics, we know consumers will be delighted to use it in every load of laundry,” said
To help launch Downy Rinse & Refresh, the brand will partner with influencers across social platforms and release a TV spot; while executing in-store activations across major retailers.
Downy Rinse & Refresh will be available in Cool Cotton and Fresh Lavender at retailers nationwide for
*Removes odour better in one wash than the leading bargain brand alone in three washes
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P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com/ for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.
View source version on businesswire.com: https://www.businesswire.com/news/home/20220915005745/en/
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