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Tide & Downy Total Care partner with Irma Martinez
Oct '08
Clothing and fashion can do more than help enhance outer beauty: they can also play an essential role in the creation of woman's identity.

A study shows that eight out of ten women say [that] "clothing, hair and makeup are very or extremely important for a woman on the job, and for her confidence." (1)

When seeking for fashion and quality to shape their own personal fashion identity, Hispanic women will go the extra mile to find what they want.

According to Cotton Incorporated's Lifestyle Monitor Trend Magazine, Latina consumers spend considerably more time (average of 135.1 minutes) shopping, compared to their Caucasian and African-American counterparts at 89.4 and 109.27 minutes, respectively.

With the help of celebrity stylist Irma Martinez, who has styled several Hispanic and American stars for crossover campaigns as well as for their CD promotions, Tide Total Care and Downy Total Care are helping Hispanic women achieve a Style that Lasts and showing them how to help preserve and protect that personal style from the everyday wear and care process, which can leave fabrics looking dull, misshapen, and worn, putting their confidence and self esteem at risk.

"Maintaining and enhancing the beauty of skin and hair have long been an intimate part of women's beauty routines, but they've lacked the ability to devote the same intimate attention to their 'second skin' – their clothes," said Anelsie Ramos, External Relations Manager for Tide and Downy.

Women are often frustrated with how the aging of their favorite clothes can seem inevitable and have been searching for ways to sustain the newness of their fabrics. New Tide Total Care and Downy Total Care will help them do that."

"Finding an everyday personal style that is both comfortable and fashionable should not be a mission," explained Martinez.

"By following some simple, basic guidelines, Latinas can achieve a Style that Lasts that fits their needs, enhances their own beauty and gives them the confidence to shine every day."

Martinez shares the following ten tips to help Hispanic women visualize what their needs are and achieve their own Style that Lasts:
1. Before going shopping, check your closet to see what pieces you can reuse.
2. To start, pick three or four basic pieces: a white, buttoned-down shirt, a skirt, a cotton sweater and a pair of jeans.
3. Since they will be used frequently, my advice is to pick clothes that are machine washable.
4. Natural fabrics, like cotton, are always in style, are comfortable and easy to take care of.
5. Pick basic colors to mix and match.
6. Pick vibrant colors for trendy pieces.
7. When shopping, take into consideration your body shape.
8. Pinpoint seasonal trends and buy a few pieces that match what you already have.
9. Don't forget to get accessories: they can liven up an attire, making it more versatile, and make your personal style.
10. Fashion changes but your personal style lasts. Make sure your favorite pieces of clothes are of good quality and use a care regimen, like Tide and Downy Total Care, so they last.

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