Making True Love Last: Woolite Joins Fashion Week With Debut Pop-Up

NEW YORK, Aug. 29, 2012 /PRNewswire/ -- This fall, Woolite® will embark on one of the boldest campaigns that the laundry detergent category has ever seen by debuting its new look during New York Fashion Week. On September 6th, the iconic brand steps out of the laundry room and onto the streets of SoHo's chic shopping district with the opening of its very own boutique, featuring the latest, everyday fashions.  True to the brand's campaign slogan, "WooliteWashed. Clothes look like new, longer", each item showcased will be washed in Woolite® so that consumers can experience firsthand and be amazed by the brand's product benefits.

(Logo: http://photos.prnewswire.com/prnh/20120829/NY64944LOGO )

"Since Woolite launched in 1952, we have grown with generations of consumers through honoring our brand promise," said Laurent Faracci, General Manager of Reckitt Benckiser USA, the parent company of Woolite. "The WooliteWashed Boutique is a testament to how strongly we believe in our product. We understand the deep emotional connection that consumers have with their wardrobes, and we want to show them in dramatic fashion how Woolite can help keep that love alive."

The brand is dovetailing a focus on its machine wash detergents (Everyday Care and Darks), which have a special formula to help protect clothes by not causing fading, shrinking and stretching, with a fall-launching media campaign.  The personal, story-telling narrative behind the new WooliteWashed advertising will be infused into the boutique via interactive elements and social media initiatives, to reinforce the importance of the brand's clothing preservation mantra, "Make True Love Last."

Designed by up-and-coming interior designer, Kyle Schuneman, the boutique reflects creatively woven elements of the past with the present in a modern, clean, and fresh way to mirror the brand's campaign. By turning the product into an experience, Schuneman emphasizes using all five senses to engage in the WooliteWashed concept.

Consumers will be able to purchase limited-edition garments and accessories, also pre-washed in Woolite, from five notable designers – Dannijo, Felix Rey, LNA, Laundry by Shelli Segal, and Timo Weiland. Items will retail from $28-$60, and 100% of the proceeds will be donated to Save the Children, a non-profit creating lasting change in the lives of children in need in the United States and around the world.  

Located at 372 West Broadway in New York, the WooliteWashed boutique will open its doors to the public on Thursday, September 6 with a kick-off party during Fashion's Night Out, hosted by Cat Deeley from "So You Think You Can Dance" and celebrity style expert Jacqui Stafford. The store will open daily September 7 – 16 from 12:00PM – 8:00PM. For more information, please visit www.facebook.com/wooliteUS.

About Reckitt Benckiser:
Reckitt Benckiser (RB), the parent company of Woolite, is a global consumer goods leader in health, hygiene and home. With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 25 of companies listed on the London Stock Exchange. Since 2000 net revenues have doubled and the market cap has quadrupled.  Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. It's health, hygiene and home portfolio is led by 19 global powerbrands including Nurofen, Strepsils Gaviscon, Mucinex, Durex, Scholl, Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein, Finish, Vanish, Woolite, Calgon, Airwick,  and French's, and they account for 70% of  net revenue. RB people are at the heart of the company's success. They have an intense drive for action and a desire to outperform wherever they focus, including in CSR where the company is reducing its Carbon footprint by 20% by 2020 and has a global partnership with Save the Children. The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries, The Company employs about 32,000 people worldwide. www.rb.com

About Save the Children:
Save the Children is the leading independent organization creating lasting change in the lives of children in need in the United States and around the world. Recognized for our commitment to accountability, innovation and collaboration, our work takes us into the heart of communities, where we help children and families help themselves. We work with other organizations, governments, non-profits and a variety of local partners while maintaining our own independence without political agenda or religious orientation.

When disaster strikes around the world, Save the Children is there to save lives with food, medical care and education and remains to help communities rebuild through long-term recovery programs. As quickly and as effectively as Save the Children responds to tsunamis and civil conflict, it works to resolve the ongoing struggles children face every day — poverty, hunger, illiteracy and disease — and replaces them with hope for the future.
www.savethechildren.org

SOURCE Reckitt Benckiser, parent company of Woolite