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Downy’s sense of smell and style |


Downy’s sense of smell and style

Lester Gopela Hallig - The Philippine Star

‘The scent does change every time the clothes are rubbed. Rub it once, you smell the top scent. Rub it again and you experience a different scent.’

MANILA, Philippines - The sweet smell of the Downy Innocence Experience lingers on. After all, it is not every day that one encounters a product — a fabric conditioner, in fact — that changes scent on contact. The encounter recently took place at a cozy and elegant home, lavishly adorned and accented with baby pink decors and ornaments.

As soon as one entered the house, a gentle scent could easily be detected, an observation shared by the hostess’ guests. It did not take long for the ladies to figure out exactly what the scent was all about. Philippine Star lifestyle writer and the event’s emcee Mons Romulo began by sharing her own Downy Experience.

“A long time ago, I was in the United States to visit my sister. I saw bottles of Downy in her house and thought, it is not a necessity because regular detergents are enough,” Romulo said. “I still tried it out of curiosity and discovered that the clothes became really soft. Since then, I got hooked on Downy.

“When I came back to Manila, I made sure that Downy would be part of my groceries,” she declared.

The elegant ladies, who were enjoying the sumptuous spread, chorused that Downy has always been their choice of fabric conditioner. However, it was only on this occasion that they finally experienced for themselves the wonder that is the Downy Parfum Collection.

Downy product country brand manager Nicole Villarojo was on hand to explain this fabric phenomenon. “The Downy Parfum Collection, which is the premium line of Downy, has the Perfume Micro Capsule. It is basically more than just providing a fragrance for your clothes.”

Villarojo explained that Downy Parfum has touch-activated microscopic capsules containing perfume oil. What makes the scented difference, she said, is Downy Parfum’s exclusive Scent Switcher technology.

“Every time you rub your clothes or hug a friend, the capsules burst, releasing perfume. During the day when you interact with people, that is the time the perfume is released,” Villarojo said.

She furthered, “The scent does change every time the clothes are rubbed. Rub it once, you smell the top scent. Rub it again and you experience a different scent. Even if you are wearing perfume and it runs out at day’s end, Downy Parfum takes over. You really have nothing to worry about when wearing scents. Downy Parfum has you covered.”

To truly appreciate the unique Downy experience, ushers distributed two napkins to each guest. One napkin was sprayed with perfume while the other was washed with Downy. The guest was then asked which of the two napkins used Downy or perfume.

When the society ladies smelled and rubbed the napkins, they could not help expressing admiration for the product. One guest exclaimed, “It’s like Scratch & Sniff!” At the end of the activity, the ladies admitted that it was difficult to tell one smell from the other. It was, however, easier for them to realize that their children will benefit most from the product.

“My kids enjoy playing outdoors. Even if they became amoy-pawis, I know they will still smell great because their clothes are washed with Downy Parfum,” one mother said. “It is good to know that Downy gives us four fragrances to choose from.”

She was referring to the four variants of the Downy Parfum Collection: Passion, Mystique, the event’s featured variant Innocence; and Happiness.

Passion delights with its fruity, sweet fragrance of apple blossoms, freesia, and vanilla. Mystique, on the other hand, has an oriental, spicy, and floral mix of grapefruit, delicate floral scents, and aromatic spices. Innocence is a charmer with its captivating combination of raspberries, fresh flowers and rich amber.

“Happiness is our newest Downy Parfum variant,” Villarojo volunteered. “Its citrus undertones are very suitable for our tropical climate. Its lemony, orangey qualities make you feel clean in a sticky environment. It brings a playful and breezy vibe with the freshness of fruits, creamy floral mix, and a sophisticated frame of woody, powdery, musky notes as well.”

The lineup was relaunched last April, and came back strong enough to push Downy further up the fabric conditioner scale.

She mentioned that response to the Scent Switcher technology had been nothing short of amazing. “People saw our commercial, thought it interesting, and dismissed it as untrue. We put people in the stores to demonstrate what the technology was all about. When we explained it to them and let them try it, they were convinced and got hooked on it.”

The same effect was happening to the women that same afternoon: they simply could not put down the Downy Innocence-scented napkins.

Romulo stated, “I am grateful and glad that Downy came up with this event. Normally, people would think that these ladies do not care about nor go to the grocery. On the contrary, they are the ones who tell their helpers what to buy. This is a market that should not be taken for granted because it is a decision-making segment.”

An amused Villarojo observed, “I enjoyed being a part of this interaction with this particular group of women. With their different personalities, they embodied what the Downy Parfum Collection is all about: luxurious and indulgent to their selves and their families.”

Meanwhile, the event reached an equally enjoyable conclusion, with Procter & Gamble product packages and genuine Hermes scarves given away to each attendee. The Downy Instaswitch Experience not only introduced the product to this audience, it also gave them the wherewithal to provide themselves and their families with another creatively fragrant way of making their homes better places to live in.

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