Procter & Gamble is supporting the launch of the new Downy Total Care fabric enhancer with a series of in-store events with partner Ann Taylor Loft.
Celebrity Stylist and TV personality Jorge Ramon is hosting five events at stores nationwide. Customers in those markets will receive individual attention from personal shoppers and will have the chance to meet Ramon in person. They will also get personalized style tips, gifts from Ann Taylor Loft and special discounts.
The events kicked off yesterday at the flagship store in New York’s Time’s Square. Other upcoming events will take place Oct. 16 in Cincinnati, Oct. 23 in San Francisco, Oct. 29 in Atlanta and Nov. 13 in Miami.
More than 450 Ann Taylor Loft stores will offer styling tips from Ramon on customized hanger tags, via in-store magazines, at www.AnnTaylorloft.com and at the Downy Total Care Web site. Visitors to the Downy site can also download a $1 off coupon for the product.
The new fabric enhancer, in stores now, is part of the Downy Total Care line of fabric softener products, which are designed to prevent fading and stretching.
The campaign also includes a new Web site in partnership with MyShape.com. Visitors can learn about their individual shape and color palette, and get fashions tips on the best looks for their shape. The site also offers style tips from Ramon and advice on how to care for clothes.
Print ads and co-branded online marketing support the partnership. In-store, wardrobe room decals and hanger tags will help promote the program. Employees in more than 450 Ann Taylor Loft stores will also distribute gifts with purchase, product samples and a customized in-store magazine, P&G said.
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