CINCINNATI Fashion mentor Tim Gunn of the reality TV series "Project
Runway" is among figures from the fashion world involved in
marketing of new Tide detergent and Downy fabric softener "Total
Care" products. P&amnp;G's Kash Shaikh says a $60 million campaign also
includes a tie-in with Ann Taylor Loft women's clothing stores and
advertising in magazines such as Elle, Vogue and Cosmopolitan.
The Cincinnati-based consumer goods company says the new
products draw on technology from its beauty products division to
enable clothes to keep their shape and color longer through
repeated washing.
They're also an example of how P&G is banking on big-brand
innovations to overcome a tradedown-minded U.S. consumer economy.
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