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P&G Lathering Up Its Laundry Business; Enlists Tim Gunn

  • Ad Age , Tuesday, August 26, 2008 10:30 AM
Procter & Gamble has launched a three-store test of a dry cleaner under the Tide brand name in Kansas City; begun a full-scale test of its Swash youth-focused sub-brand in Lexington, Ky., and enlisted Tim Gunn of Bravo's "Project Runway" and "Tim Gunn's Guide to Style" to support the $60 million positioning of Tide Total Care and Downy Total Care as an ultimate solution for all laundry problems.

The dry cleaning test includes construction of a new company-owned store and partnership in two other stores with a local dry cleaner, GreenEarth Cleaning, which uses a dry-cleaning solvent it says is environmentally safer than traditional chemicals.

Swash, a lineup of products to freshen up, de-wrinkle and remove stains from clothes without actually washing them, is rolling into several Lexington stores, including Wal-Mart, Target, Kroger, Walgreens, Family Dollar and Bed Bath & Beyond.

Gunn offers his laundry and fashion commentary for Tide at



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