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Downy Total Care partners with Ann Taylor LOFT
Sep '08
As Procter and Gamble rolls out the launch of its new Downy Total Care fabric enhancer this month, the company has collaborated with Ann Taylor LOFT stores across the country to bring consumers a distinctive shopping experience.

Celebrity Stylist and TV personality Jorge Ramon is hosting five special Downy Total Care events at Ann Taylor LOFT locations throughout the country this fall.

As part of the promotion, several lucky women from each market will be pampered by personal shoppers and will have the exclusive opportunity to meet with Jorge to receive personalized style tips, gifts from Ann Taylor LOFT and special discounts store-wide.

The events, which kick off with the first 50 women at the Ann Taylor LOFT flagship store in Times Square, will also be held in Cincinnati (October 16), San Francisco (October 23), Atlanta (October 29) and Miami (November 13).

Women nationwide will be able to interact with Jorge and receive his style tips via customized hanger tags and in-store magazines at over 450 LOFT stores and also through the Ann Taylor LOFT and Downy Total Care Web sites.

"A woman's style reflects her story and conveys a message to the world about who she is," said celebrity stylist Jorge Ramon. "The most important secret when it comes to fashion is to find the best style to compliment your individual assets.

I am thrilled to be working with Downy and Ann Taylor LOFT to provide women with an exclusive passport to style and help them discover the best designs and the right colors to compliment their body shape and skin tone."

To help women keep that first wear love alive, P&G researchers set out to develop a fabric enhancer that helps protect the "newness" of clothing so women can put their best look forward.

After many years and dedicated R&D hours, Downy researchers have combined the best of beauty and fabric care technologies to create the Protective Fiber Complex a formulation of silicone, polymers and chlorine neutralizers, providing the core benefits of softness and freshness, as well as shape and color retention.

The new product, on shelves now, is part of the Total Care Line, which also features Tide Total Care. Although not designed to only work as a regimen, when used together, Tide and Downy Total Care helps keep clothes looking beautiful even after 50 washes.

"Downy is committed to helping women discover clothing that not only looks great but also makes them feel great," said Mary Pochobradsky, Downy Marketing Director, P&G Fabric Care.

"We talk to women all the time and they often talk about choosing clothing based on an image they want to project. It can be a challenging and sometimes discouraging task, but when they find the perfect outfit, it boosts their confidence so they look and feel their best."

Downy Total Care represents one of the brand's biggest launches in its 48-year history and looks to elevate the category to an inspiring new realm, transforming fabric care to 'Fashion Care.'

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