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
"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
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
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
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, visithttps://downy.promo.eprize.com/pinterest/.
Sponsor: The Procter & Gamble Distributing LLC, 1 Procter and Gamble
Plaza, Cincinnati, OH 45202.
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.
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.