Lauren Conrad Teams Up with Downy and California Closets
Downy, Lauren Conrad, California Closets
Procter and Gamble's Downy is partnering with Lauren Conrad and California Closets to show that caring for your clothes can help you fall back in love with your closet with a wardrobe you're inspired to wear.
At some point every woman falls out of love with her wardrobe and shifts those pieces that were once favorites to the back of the closet. A recent Survey.com survey conducted on behalf of P&G's Downy revealed that 84 percent of women would like to reinvigorate and bring the clothes already inside of their closet back to life. While there is a proliferation of advice on what to buy, what to swap and what to purge to reignite your love affair with your clothes, there's a simple tip missing - caring for them. Downy fabric enhancers treat fabrics with protection, softness and freshness benefits. By adding the appropriate care to your clothes, the pieces that you may have considered purging for the season may become your new favorites.
"Over time clothes can lose the appeal they had when you first purchased them," said Carolina Rogoll, Downy's Brand Manager. "Whether it's refreshing that flirty top, making sure that black pair of skinny jeans stay black- and not charcoal - or keeping that tee soft, Downy works like "conditioner for your clothes," providing protection, softness and freshness benefits so you'll love them just as much as the day you purchased them."
The Importance of Scent
The Downy survey also found that 80 percent of women wish their closets were more inspiring places, and when it comes to scent, 78 percent of women want their clothes to have that "just washed" smell. Luckily, with a rich history in protecting, softening and infusing clothing with scent, Downy makes a difference in eliminating closet regret. Downy's line of products delivers amazing benefits that transform clothing, making everything in your closet a possibility.
"Yes, detergents clean your clothes, but for those who really love their clothes, you need to treat them with Downy," said P&G's Scent Expert and Perfumer Mark Haward. "One of the most important, but often overlooked, layers of a woman's wardrobe is scent. Even before you put on your perfume, Downy Infusions and Downy Unstopables gives you these lovely, long-lasting layers that will help you feel beautiful. Your closet will have new life!"
Partnering with Lauren Conrad
With two clothing lines and a true passion for clothes, Lauren recognizes the importance of caring for your clothes to keep that 'brand new' softness and 'just washed' fresh feeling and scent, so you'll love them forever and find excitement shopping from your own closet.
"I'm so happy to be continuing my relationship with Downy," said Lauren Conrad. "As a fashion designer and girl who loves clothes, it's important to me they don't lose their newness. But with Downy you can transform the clothes in your closet from dull to delightful one scent and outfit at a time. Your closet will become like your favorite boutique - a place you enjoy shopping every day."
Partnership with California Closets
"We believe that the closet should be as beautiful as the clothes you store in it, and this partnership with Downy merges these together with the care that is placed on your valuable wardrobe," said California Closets President and CEO, Bill Barton.
The Closet Love Affair Pinterest Sweepstakes
Beginning today, those in need of a closet makeover can enter Downy's #ClosetLoveAffair sweepstakes on Pinterest for the opportunity to see how the scent combinations of Downy Infusions and Downy Unstopables can inspire exciting wardrobe choices that will help you fall back in love with your closet. Lauren Conrad will "repin" her favorite Downy inspired LC Lauren Conrad outfits on Pinterest each week for the duration of the sweepstakes.
With every unique repin, pinners will be entered for a chance to win a $100 gift card from Kohl's to purchase items including those from the LC Lauren Conrad collection. Winners will be chosen at random weekly. For those who do not win a weekly prize, you will be entered to win the Grand Prize including: a Downy scent-inspired closet from California Closets, a $250 gift card from Kohl's to purchase items including those from the LC Lauren Conrad collection and a consultation with an ELLE-secured stylist.