• by Les Luchter , July 9, 2025

Bringing a dash of fine fragrance branding designed to “luxe up” the growing laundry scent booster category, Procter & Gamble’s Downy has added an “Unlimited Collection” to its Unstopables line, while enlisting supermodel Jasmine Tookes to sell the concept to consumers.

“Developed by world-class perfumers” and evoking “indulgence and sophistication,” the “Unlimited Collection” contains three “elevated fragrances” that, unlike Unstopable’s five other offerings, are named after numbers  N.09, N.26 and N.37. Those names are perhaps meant to evoke the most famous scent of them all: Chanel No. 5.

Their descriptions also sound like perfume marketing.

N.09, for instance, “symbolizes growth and evolution with hints of crisp eucalyptus, green pine, and warm cedarwood to carry your curiosity to a place of realization,” according to Walmart’s website.

Yet, while Downy’s launch announcement on Tuesday emphasized that the collection is just “available at Walmart” -- and a sponsored result from that retailer topped the Google results in Marketing Daily’s search for “Downy Unstopables,”--  the first Unlimited Collection ad starring Tookes is specifically titled “Exclusively Available Everywhere.”

In the :30 spot, she says that “creating luxurious fragrances come from fine ingredients distilled into a single scent, that is now exclusively available everywhere, including the laundry aisle at your local store.”

The commercial debuted during Wimbledon tennis coverage on Sunday, and the campaign is also running on programmatic OTT and YouTube in addition to linear TV.  Other assets are running on TikTok and Meta platforms.  Agencies involved include M Booth, Saatchi, P&G Fabric Care, NiCE and Saatchi & Saatchi X, all  part of the Woven Collaborative.

Tookes, who just recently launched her own line of Brunel body oils in three fragrances, also stars in two other Unlimited Collection commercials, one titled “Exclusively Available On Anything” and the other, “Exclusively Available For Everyone.” The latter, says Downy, “makes it clear that these luxurious scents aren’t reserved for perfume counters and are now within reach.”

Indeed, despite the high-end posturings, Downy emphasizes the Unlimited Collection is “accessible to everyone, everywhere” with the target audience any adults 18+.

Downy’s development of the Unlimited Unstopables Collection concurs with an analysis of the $495 million laundry scent booster market by Persistence Market Research that found P&G “emphasizes research and development to introduce innovative scent booster formulations that cater to evolving consumer preferences.” In addition to Unstopables, P&G also sells Gain-branded scent boosters.

Among other brands, Persistence Market Research says that Church & Dwight’s Arm & Hammer relies on “competitive pricing strategies and promotional activities to appeal to cost-conscious consumers,” while Henkel (Purex) “leverages its strong global presence and diversified product portfolio to capture market share across different regions.”

Persistence forecasts that the laundry scent booster market will grow at 9.3% annually through 2031, with its recent U.S. “surge in demand…closely tied to the increasing focus on hygiene, prompted by the heightened prevalence of infectious diseases.”