Breakthrough technology de-wrinkles, refreshes,
restores fit and preserves garments at the touch of a button
In a world where innovation constantly improves people’s lives,
puts them in control and gives them more of what they love on
demand, consumers can now enjoy those benefits in clothing care.
Today, P&G (NYSE: PG) and Whirlpool Corporation (NYSE: WHR),
two of the world’s leading companies for laundry care, are excited
to announce the introduction of SWASH™. SWASH™ is a revolutionary
at-home clothing care system that reduces wrinkles, refreshes
fabric, restores the fit lost after wear and preserves clothing, in
just ten minutes with the push of a button. The SWASH™ system,
designed to fit into a living space such as a bedroom or closet,
allows people to reduce or eliminate ironing, save on dry cleaning
and better care for and preserve clothes – even hard to care for
favorite pieces.
FILLING AN UNMET NEED FOR MEN AND WOMEN
P&G and Whirlpool identified a number of trends that
prompted the development of SWASHTM. They discovered that people
are reluctant to excessively launder or dry clean their clothing
for fear of damage. This has led to the adoption of unique clothing
care measures like showering with denim, freezing cashmere and
putting clothing in a salad spinner to dry. At the same time,
people have become resigned to the high cost and inconvenience of
processes like dry cleaning, ironing or steaming. (People who dry
clean at least once a month spend over $750 a year on the service
and 80% of consumers report that they don’t enjoy ironing.) The
trend of re-wearing clothing between washes is also on the
rise.
“We have talked to thousands of people over the years that have
told us they are yearning for a better way to care for clothing in
between laundering and dry cleaning. Until today there hasn’t been
an effective solution. I am thrilled to share that SWASHTM is just
that and more,” said Charles Pierce, group president of P&G New
Business Creation. “SWASHTM gets clothes ready to wear quickly,
effectively, easily and without requiring extensive resources. In
the amount of time it takes one to shower, clothing will be ready
to wear.”
HOW THE SWASH SYSTEM TRANSFORMS THE WAY YOU CARE FOR
CLOTHES
The SWASHTM system uses an integrated tension system to gently
hold clothes in place, while an advanced spray technology applies a
uniquely designed solution to the clothing from the SWASH PODSTM
cup. Then, a rapid thermal drying function combines an express heat
system with airflow recirculation to dry clothes quickly.
“People want a simpler and quicker way to care for clothing,”
said Brett Dibkey, vice president of Whirlpool Corporation’s
Integrated Business Units. “With the introduction of the SWASHTM
system, we’ve harnessed the strength of the two leaders in the
laundry category to bring forward a truly innovative solution that
will change the way people across the country care for their
favorite pieces of clothing.”
The SWASHTM system plugs directly into a standard 120-volt wall
outlet and requires no water, plumbing, pipes, vents, special
hook-ups or professional installation. SWASHTM can be used on such
fabrics as denim, wool, polyester, lycra, cotton, cashmere,
sequins, delicate beading and lace. The SWASHTM system’s core
benefits are:
- De-wrinkle: Removes light wrinkles
for a clean lookReduces the need to steam or iron clothes
before wear by precisely holding clothing in place to allow the
formula in the SWASH PODSTM cups to gently relax fabrics as the
rapid drying system leaves them ready to wear.
- Refresh: Neutralizes odors
and leaves clothes smelling cleanEffectively removes unpleasant
smells from fabrics by neutralizing odors, releasing them from
fabrics and carrying them away from garments. The SWASH PODSTM cups
add a delightful, fresh scent.
- Restore: Restores the fit of clothes
that’s lost after wearOver time and as clothes are worn –
especially sweaters and jeans – the fibers in them become stretched
out, contributing to clothes looking as though they have lost their
perfect fit. The formula in the SWASH PODSTM cups penetrates the
stretched fabric fibers and then restores the fit to clothes that’s
lost after wear.
- Preserve: Extends the life of
garmentsGentle on clothes and doesn’t wash away dyes. It
prevents stress that causes pilling and fiber loss and uses optimal
heat to provide the best care for clothing without causing damage.
The SWASHTM system is great for use on delicate and embellished
clothing that people are often reluctant to care for at home.
UNIQUE PARTNERSHIP WITH ONE OF HOLLYWOOD’S POWER
STYLISTS
Over the next year, famed Hollywood stylist Kate Young will be
collaborating with P&G and Whirlpool to spread the word about
this new device that is positioned to become the ultimate clothing
care accessory for fashion lovers across the country.
“I have always loved clothing and fashion. The best feeling is
having confidence in what you’re wearing, yet so often we’re
limited in our choices because garments are wrinkled, don’t smell
fresh or no longer look like they did when you purchased them.
There is also the boring practicality of avoiding spectacular
purchases because their care seems too difficult,” says Kate Young.
“SWASHTM helps eliminate those issues – allowing you to make the
most of your closet, shop a little more freely and always look and
feel your best. I’ve been using it both personally and
professionally and it’s a total game-changer.”
Kate Young, P&G and Whirlpool will unveil the new SWASHTM
system this evening at an exclusive event at The Standard hotel in
New York City for hundreds of style enthusiasts. The event will
feature a preview of fall’s hottest fashions styled by Kate Young
and Bloomingdale’s.
AVAILABILITY
The SWASHTM system is now available for pre-order exclusively at
Bloomingdale’s stores and on Bloomingdales.com and will be featured
at select Delta Sky Club lounges. The SWASHTM system will be
broadly available for sale nationwide at retailers, such as Best
Buy and Bed Bath & Beyond, starting in September 2014. SWASHTM
will be available in Shadow and Linen with a suggested retail price
of $499. The SWASH PODSTM cups will be available in multiple scents
– Awaken, Recharge and Unwind – with the suggested retail price of
$6.99 for 12 cups.
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
Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®,
Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, 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 Whirlpool Corporation
Whirlpool Corporation is the world’s leading global manufacturer
and marketer of major home appliances, with annual sales of
approximately $19 billion in 2013, 69,000 employees, and 59
manufacturing and technology research centers around the world. The
company markets Whirlpool®, Maytag®, KitchenAid®, Jenn-Air®,
Amana®, Brastemp®, Consul®, Bauknecht® and other major brand
names. We earn the trust of consumers in nearly every country by
focusing on what matters most. Additional information about the
company can be found at http://www.whirlpoolcorp.com
For more information please visit SWASH.com
DeVries Public RelationsAli LaFleur,
212-546-8549alafleur@devriesglobal.comORSWASHTMLauren Thaman,
513-884-8814Thaman.la@pg.com
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