P&G Corporate Newsroom

Downy® Partners with Fashion Designer Lauren Conrad and California Closets to Inspire a Closet Love Affair

Downy is partnering with fashion designer Lauren Conrad and California Closets to launch a Pinterest sweepstakes showing how the scent combinations of Downy Infusions and Downy Unstopables can inspire exciting wardrobe choices that will help you fall back in love with your closet

Wednesday, September 18, 2013 9:00 am EDT

Dateline:

CINCINNATI

Public Company Information:

NYSE:
PG
"We believe that the closet should be as beautiful as the clothes you store in it, and this partnership with Downy merges these together with the care that is placed on your valuable wardrobe"

CINCINNATI--(BUSINESS WIRE)--Procter and Gamble’s (NYSE:PG) Downy is partnering with Lauren Conrad and California Closets to show that caring for your clothes can help you fall back in love with your closet with a wardrobe you’re inspired to wear.

At some point every woman falls out of love with her wardrobe and shifts those pieces that were once favorites to the back of the closet. A recent Survey.com survey conducted on behalf of P&G’s Downy revealed that 84 percent of women would like to reinvigorate and bring the clothes already inside of their closet back to life. While there is a proliferation of advice on what to buy, what to swap and what to purge to reignite your love affair with your clothes, there’s a simple tip missing – caring for them. Downy fabric enhancers treat fabrics with protection, softness and freshness benefits. By adding the appropriate care to your clothes, the pieces that you may have considered purging for the season may become your new favorites.

“Over time clothes can lose the appeal they had when you first purchased them,” said Carolina Rogoll, Downy’s Brand Manager. “Whether it’s refreshing that flirty top, making sure that black pair of skinny jeans stay black– and not charcoal – or keeping that tee soft, Downy works like “conditioner for your clothes,” providing protection, softness and freshness benefits so you’ll love them just as much as the day you purchased them.”

The Importance of Scent

The Downy survey also found that 80 percent of women wish their closets were more inspiring places, and when it comes to scent, 78 percent of women want their clothes to have that “just washed” smell. Luckily, with a rich history in protecting, softening and infusing clothing with scent, Downy makes a difference in eliminating closet regret. Downy’s line of products delivers amazing benefits that transform clothing, making everything in your closet a possibility.

“Yes, detergents clean your clothes, but for those who really love their clothes, you need to treat them with Downy,” said P&G’s Scent Expert and Perfumer Mark Haward. “One of the most important, but often overlooked, layers of a woman’s wardrobe is scent. Even before you put on your perfume, Downy Infusions and Downy Unstopables gives you these lovely, long-lasting layers that will help you feel beautiful. Your closet will have new life!”

Partnering with Lauren Conrad

With two clothing lines and a true passion for clothes, Lauren recognizes the importance of caring for your clothes to keep that ‘brand new’ softness and ‘just washed’ fresh feeling and scent, so you’ll love them forever and find excitement shopping from your own closet.

“I’m so happy to be continuing my relationship with Downy,” said Lauren Conrad. “As a fashion designer and girl who loves clothes, it’s important to me they don’t lose their newness. But with Downy you can transform the clothes in your closet from dull to delightful one scent and outfit at a time. Your closet will become like your favorite boutique – a place you enjoy shopping every day.”

Partnership with California Closets

As the leading provider of custom luxury closets, California Closets recognizes the importance of keeping clothes fresh throughout the year, making its partnership with Downy particularly meaningful.

"We believe that the closet should be as beautiful as the clothes you store in it, and this partnership with Downy merges these together with the care that is placed on your valuable wardrobe," said California Closets President and CEO, Bill Barton.

The Closet Love Affair Pinterest Sweepstakes

Beginning today, those in need of a closet makeover can enter Downy’s #ClosetLoveAffair sweepstakes on Pinterest for the opportunity to see how the scent combinations of Downy Infusions and Downy Unstopables can inspire exciting wardrobe choices that will help you fall back in love with your closet. Lauren Conrad will “repin” her favorite Downy inspired LC Lauren Conrad outfits on Pinterest each week for the duration of the sweepstakes.

With every unique repin, pinners will be entered for a chance to win a $100 gift card from Kohl’s to purchase items including those from the LC Lauren Conrad collection. Winners will be chosen at random weekly. For those who do not win a weekly prize, you will be entered to win the Grand Prize including: a Downy scent-inspired closet from California Closets, a $250 gift card from Kohl’s to purchase items including those from the LC Lauren Conrad collection and a consultation with an ELLE-secured stylist.

Consumers can enter the Downy #ClosetLoveAffair Pinterest sweepstakes by logging on to Pinterest, following Downy at http://pinterest.com/downy and repinning an image from Downy's "Closet Love Affair" board while using the #ClosetLoveAffair hashtag. The sweepstakes will run on the Downy Pinterest page, between Sept. 18 and Oct. 16. The Closet Love Affair’s Glamorously Girlie collection will feature looks inspired by Downy’s newest scents, Downy Infusions Cashmere Glow and Downy Unstopables Glow. The Pinterest board will also feature six other Downy inspired collections, Bright ‘n Bubbly, Alluring Adventurer, Serene Sophisticate, Exotic Enchantress, Feisty Fresh, and Cool Girl Celestial.

Downy Infusions is available nationwide in seven scents: Honey Flower, Orchid Allure, Lavender Serenity, Citrus Spice, Sage Jasmine and new Cashmere Glow, for a suggested retail price of $4.99-$5.99 for 40 loads. Downy Unstopables is available nationwide in five scents: Fresh, Lush, Shimmer, Spring and new Glow, for a suggested retail price of $6.99.

NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. LEGAL RESIDENTS OF THE 50 UNITED STATES (D.C.) 18 YEARS AND OLDER AS OF THE LAST DAY OF THE MONTH PRIOR TO ENTRY. VOID WHERE PROHIBITED. Sweepstakes ends 10/16/13. For Official Rules, prize descriptions, and odds disclosure, visit https://downy.promo.eprize.com/pinterest/. Sponsor: The Procter & Gamble Distributing LLC, 1 Procter and Gamble Plaza, Cincinnati, OH 45202.

About Downy

Downy® offers a line of advanced fabric care conditioning products that helps keep clothes feeling soft and smelling fresh. Downy’s family of liquid fabric softener includes: Ultra Downy, Downy with Febreze® Fresh Scent, Downy Unstopables™ and Downy Infusions®. Downy also offers a variety of dryer sheets. For more information, please visit www.Downy.com.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About California Closets

For over thirty years, California Closets has designed custom storage solutions for every room in the home. With franchisees in the U.S., Canada, the Caribbean, Mexico and the Dominican Republic, it is the largest custom storage franchise-based company in the world, known for intuitive organization, innovative design, and a commitment to creating an exemplary customer experience. California Closets provides consumers more of life’s most valuable commodity – time. Additional information can be found at www.californiaclosets.com, in our showrooms, or by calling us at 800.274.6754.

© 2013 California Closet Company, Inc. All rights reserved. Each franchise independently owned and operated.

About the Survey

Procter & Gamble’s Downy commissioned Survey.com to survey 1,000 women aged 25 to 50 in the U.S. on their thoughts and attitudes in regard to their closet and wardrobe. Specific focus was placed on women’s current relationship with their closet and wardrobe, with emphasis on how much of a role scent plays in a woman’s overall wardrobe.

Contact:

DeVries Public Relations
Crystal Steadman, 646-253-0205
CSteadman@devriesglobal.com
or
P&G
Anne Candido, 513-807-2407
candido.am@pg.com
or
California Closets
Caitlin Wallace, 415-844-6252
cwallace@accesspr.com

Multimedia Files:

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Visit Downy.com/Pinterest to enter the #ClosetLoveAffair sweepstakes (Photo: Business Wire)
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