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Posts Tagged ‘Fabric Care’

On a recent morning with my workout group, one of the ladies asked for a recommendation of a laundry detergent that would effectively remove “sweaty odor” from her workout clothes.  Naturally, I chimed in with my recommendation, as did several others with their personal favorites.

Not surprisingly, someone emphatically declared her preference for fragrance-free laundry detergent.  This immediately prompted a debate of sorts regarding the majority’s preference and desire for fresh and clean-smelling clothes, vs. clothes which we know are clean (because they’ve been through the laundering process), but that do not have the “trademark clean smell” that only a scented fabric care product can deliver.

“Ms. Anti-Scent” posed this question to the rest of us:  “Why should my clothes have a scent, when my deodorant, shampoo and body lotion already do? ”

Well, when you put it that way…   Clearly, there will always be indisputable fans of fragrance – such as myself – as well as critics of its overuse.  However, my workout buddy does bring up a good point regarding her concern about wearing too many incompatible scents on her self, which may prove counterproductive; i.e. clashing instead of smashing!

However, with a little fragrance know-how, a quick-fix (of sorts) can be found to that situation.  You see, many personal care and fabric care scents are increasingly inspired by the fine fragrances sold at the department store counters — what in the fragrance industry is known as “trickle-down scents”.

So, if you’re partial to fruity scents, then select a shampoo (Herbal Essences) and/or laundry detergent (Gain) in that scent arena.  If you’re more of an oriental (warm vanilla spicy woody) fragrance lover, then reach for the bottle of Organix shampoo’s Shea Butter variant, and soften your clothes with Downy Simple Pleasures in Lavender Vanilla scent (my personal favorite!).  In this way, all this fragrance “layering” will be complementary, and will add to your signature style!

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In a bow to consumers’ new-found thrifty behavior, fabric care manufacturers are appealing to the value-conscious by positioning some of their brands as substitutes for dry-cleaning, or as ‘fabric protectors’ that extend the life of a garment.

In March 2009, Woolite launched an online manual – “Find the Look, Keep the Look” – with style advice from Stacy London, fashion guru on the popular “What Not to Wear” TV show.  The manual also dispenses tips on how to care for your new clothes for maximum wear-ability.

At a price 60% higher than traditional Tide, P&G’s Tide Total Care uses an anti-aging strategy borrowed from that of its Olay skin care brand, promising to preserve clothing’s integrity and helping to “reveal the 7 signs of beautiful clothes…including softness, shape and finish.”   Wall Street Journal, 3/11/09.

The anti-aging, clothes-preserving message is a way to justify having a premium price point, and is also a way to differentiate a laundry product from similar products, by touting a value-added message: our product doesn’t just “clean your clothes”; it makes them last longer, thus saving you money in the long run. 

This strategy also taps into our emotional connection with clothing, especially pieces we are particularly fond of — and the impact we feel when they’re damaged by improper laundering.

To further strengthen their products’ fashion-conscious ties, “Woolite has teamed with 10 independent apparel boutiques across the U.S, that will feature a print version of its fabric-care manual in their stores”.  Meanwhile, Tide Total Care has formed partnerships with The Limited and Ann Taylor Loft stores, which will feature the product prominently as the product of choice to care for the apparel chains’ fashions.

Is this the beginning of a new era of cross-branding?  How will this new positioning statement influence fragrance trends for the category?  Stay tuned to see how this trend shapes the fabric care market…

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