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Fabric care bottle conjures cosmetics appeal

The elements of fragrance, fabric, and fashion are uniquely intertwined in a new line of "fabric enhancers" from Cincinnati-based Procter & Gamble.

Pw 6963 Downy

Says Downy Simple Pleasures brand manager Arun S. Kori, the three scents in the line were formulated with the help of external perfume houses and are delivered through a proprietary new technology from P&G called Perfume Micro-Capsules. PMC is said to deposit microscopic capsules of perfume onto fabrics during the rinse cycle that rest within the fabrics when washing is complete. "These aromatic perfumes are released with friction throughout wear, creating a burst of fragrance," P&G explains.

To communicate a sense of pampered luxury for these new products, P&G design managers and packaging experts worked from an existing bottle design used for the company’s Simple Pleasures fabric softener brand and evolved the container to convey a more updated, modern feel. The bottle, injection/stretch blow-molded by a proprietary supplier, includes a rippling swath that encircles the body and neck, creating a silken fabric effect. Metallic bottle finishes of lavender, teal, and rose distinguish the three varieties, which are each capped with a two-piece metallic-gold, screw-on polypropylene pour spout, and dispensing cap.

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