P&G redefines traditional
delineation of fabric care and cleaning
A PROCTER AND GA MBLE EXECUTIVE SPEAKS AT A GLOBAL EVENT ON FABRICS
P&G Fabric Care has redefined the delineation of fabric
care and cleaning at the just concluded Future Fabrics 2014 event in Berlin,
Germany. The global Fabric Care giant explored fabric care innovations to help
people maintain desirable sensorial attributes of their clothes, so they can
wear and love them much longer.
Speaking at the event, the Vice President of P&G Fabric
Care, Europe, Robert van Pappelendam noted that, the
Company is not just cleaning clothes, it’s protecting and enhancing them
through maintaining their beauty and performance.
“At
P&G Fabric Care we constantly strive to meet people’s ever-evolving needs.
From scientific research to clothes design we are increasingly aware of the
benefits we can gain from greater understanding of cognitive behaviour. It’s
extremely exciting to be able to innovate and enhance our products at such a
human level and we believe this is the key to successful product today.”
The P&G Vice President stated that, the Company have
continuously analysed fashion and fabric trends, to unravel how clothes can be
cleaned effectively, and made tolast. “We are doing this by forging closer
links with fashion and fabric partners, and entering the realm of cognitive
psychology to really get to grips with what impacts our preferences and
emotional relationship with clothes. You may be surprised that, the
multisensory attributes of our clothes play bigger part in what we choose to
wear than people realize, often unconsciously,” he said.
The Research &Development Director for Fabric Care Europe,
John Turner explained that, people’s clothes life cycle is cut short because
they are not properly cared for. This is because fabric detergent history tends
to define ‘cleaning’ in terms of how many stains a detergent can remove. But
cleaning goes beyond just stain removal.
“Our
closets are full of clothes, yet we only wear 20% of them 80% of the time, so
why aren’t we wearing the rest? Why have we fallen out of love with a garment
that we spent our hard earned money on? P&G is looking at Fabric Care from
a new angle to find out the answer. We’re breaking new ground by applying
latest research in the cognitive science of human perception to understand WHY
we reject a garment and how our relationship with clothes changes over time. By
applying this knowledge to our FibreSCIENCE expertise we are redefining what
Fabric Care means for consumers and their clothes.”
He further revealed that, the result is P&G 3-Step FibreSCIENCE
innovation strategy to redefine the traditional definition of fabric care and
cleaning. These include: Clean, Protect and Enhance. The whole essence is to
help extend the longevity, beauty and performance of the clothes people love.
Mr. Turner noted that, deep-down cleaning and capture of seen
and unseen impurities and odour-causing agents imbedded deep within the fibres
can lead to fibre degradationand clothes to appear dull and dingy. But P&G
latest advances in FibreSCIENCE are able to help people preserve and prolonge
the original integrity of the colour, texure and shape of their clothes, so
they can retain the qualities that made them fall in love with them in the
first place.
Ariel formulas are packaged to help protect and improve the
‘look’ of cloths via a process of Fibre Purification (Clean) and Fibre
Preservation and Restoration (Protect). The propriety blend of advanced
cleaning and care technologies in Ariel make it more configured to remove seen
and unseen impurities imbedded deep within fabrics and prevent them from
re-depositing back on fibres.
Ariel removes tough stains in ONE wash
Advanced
Ariel works deep down at a fibre level to clean, protect, and enhance the sensorial qualities of your clothes (their
look, feel and scent) and offering outstanding stain removal in
ONE WASH. It redefines what it
means to care for fashion with unique FibreSCIENCE technologies that allow
you to achieve the highest standard of clean to keep your fashions beautiful
for longer.
About Procter & Gamble
P&G serves nearly five 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
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