PARSIPPANY, N.J., Aug. 28, 2014 /PRNewswire/ -- Reckitt Benckiser, the maker of Woolite® laundry detergent, has announced Jeannie Mai, Style Expert and Fashion Guru, as the brand's latest spokesperson. Mai is appearing in national television and social media advertising, highlighting how Woolite® formulas help clothes stay the perfect fit, which boosts women's confidence by feeling and looking great.
Mai will play an integral role in bridging the fashion world, where shoppers are attracted by colors and fabrics that make them look and feel their best, with the laundry world, where Woolite® formulas help care for the clothes women love.
"As a style expert, I value all my clothes and want to keep them looking and fitting their best, which, in turn, helps me feel confident," said Mai. "Women spend ages looking for the perfect fitting clothes and when they start losing their shape, it can really affect how you feel. That is why I am thrilled to work with Woolite. Woolite® is the ultimate fashion accessory to help keep those favorite items from shrinking or stretching."
"We know that women love their clothes, but caring for them is a different story," said June Risser, Marketing Director for Woolite® USA. "The new Woolite® Everyday formula helps clothes keep the perfect fit wash after wash. Woolite's mission is to get women across the country to think about how they care for their clothes. We are excited to work with Jeannie Mai, who embodies the voice of our clothes-loving consumer, in helping women preserve the love affair they have with their clothes."
Mai is excited to endorse the new Woolite® Everyday detergent with Fiber-Flex™ technology that maintains fabric shape and elasticity, so that garments keep a perfect fit wash after wash. The exclusive Fiber-Flex™ technology is a first-of-its-kind among detergents and is designed to help provide extra care while cleaning – a must for consumers looking to achieve the perfect fit for their clothes to help them look and feel more confident.
All of the Woolite® formulas are a result of extensive scientific research and testing to provide consumers with the best products to wash various fabrics and colors effectively and safely – providing longevity to those favorite clothing items in a woman's closet.
The campaign will give consumers the opportunity to learn about the benefits of Woolite® and important formula information, as well as the power of the right detergent to keep clothes in perfect shape like the first day you bought them. The campaign is kicking off with new TV advertising developed by Havas Worldwide, featuring Mai and airing nationally. Mai will also appear in a series of digital videos, which will go live on the brand's Facebook page, in which she will add her unique take on style analysis by looking deeper into the psychology behind clothing, or as Mai calls it, "#Wearapy."
As a fashion enthusiast, Mai is known for her work as the host of the Emmy-winning Style Network series "How Do I Look?" and is a frequently featured fashion expert on television programs including the "Today Show," "Extra" and "The Insider." Over the past several years Mai has also been one of the regular co-hosts of NBC's "Miss Universe" and "Miss USA" pageants. Mai is continuing her conquest of the fashion world as she embarks on her new adventure this fall as one of the co-hosts on "The Real" daytime talk show.
About Woolite® For nearly 62 years, Woolite® has been providing optimal protection and care to garments so that clothes look like new even after 20 washes. Woolite®, which started with the revolutionary Extra Delicates Care formula, a gentle washing liquid that cleanses and cares for delicate garments in the wash, has been a category leader in hand washables and a laundry staple in homes across the country for nearly six decades. The new revision of Woolite Everyday® promises to extend this protection to all machine washable everyday clothes and not just delicates. Please visit www.woolite.us or Facebook.com/WooliteUS for additional product information, laundry care tips and special offers and promotions.
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. Visit www.rb.com for more information.
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