P&G and Whirlpool Introduce SWASH™, the Only 10-Minute Clothing Care System
Designed to Fit Your Life
Breakthrough technology de-wrinkles, refreshes, restores fit and preserves
garments at the touch of a button
CINCINNATI -- July 16, 2014
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 SWASH^TM. 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 SWASH^TM is just that and more,” said Charles Pierce,
group president of P&G New Business Creation. “SWASH^TM 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 SWASH^TM 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 PODS^TM 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 SWASH^TM 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 SWASH^TM system plugs directly into a standard 120-volt wall outlet and
requires no water, plumbing, pipes, vents, special hook-ups or professional
installation. SWASH^TM can be used on such fabrics as denim, wool, polyester,
lycra, cotton, cashmere, sequins, delicate beading and lace. The SWASH^TM
system’s core benefits are:
*De-wrinkle: Removes light wrinkles for a clean look
Reduces the need to steam or iron clothes before wear by precisely holding
clothing in place to allow the formula in the SWASH PODS^TM cups to gently
relax fabrics as the rapid drying system leaves them ready to wear.
*Refresh: Neutralizes odors and leaves clothes smelling clean
Effectively removes unpleasant smells from fabrics by neutralizing odors,
releasing them from fabrics and carrying them away from garments. The
SWASH PODS^TM cups add a delightful, fresh scent.
*Restore: Restores the fit of clothes that’s lost after wear
Over 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 PODS^TM
cups penetrates the stretched fabric fibers and then restores the fit to
clothes that’s lost after wear.
*Preserve: Extends the life of garments
Gentle 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 SWASH^TM 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. “SWASH^TM 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
Kate Young, P&G and Whirlpool will unveil the new SWASH^TM 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.
The SWASH^TM 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 SWASH^TM system will be broadly available for sale
nationwide at retailers, such as Best Buy and Bed Bath & Beyond, starting in
September 2014. SWASH^TM will be available in Shadow and Linen with a
suggested retail price of $499. The SWASH PODS^TM 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 4.8billion 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
approximately70countries worldwide. Please visithttp://www.pg.comfor 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 marketsWhirlpool®, 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
For more information please visit SWASH.com
DeVries Public Relations
Ali LaFleur, 212-546-8549
Lauren Thaman, 513-884-8814
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