Tide(R) and Downy(R) Total Care(TM) Partner with Celebrity Stylist Irma Martinez to Help Latinas in Finding Their Style that Lasts

Posted on: September 30th, 2008
Filed Under: [ Business ] [ Latinas ] [ Press Releases ] [ Blogante Business ]
Knowledge is Power!

Clothing and fashion can do more than help enhance outer beauty: they can also play an essential role in the creation of today’s woman’s identity. A study shows that eight out of ten women say [that] “clothing, hair and makeup are very or extremely important for a woman on the job, and for her confidence.” (1)

When seeking for fashion and quality to shape their own personal fashion identity, Hispanic women will go the extra mile to find what they want. According to Cotton Incorporated’s Lifestyle Monitor(TM) Trend Magazine, Latina consumers spend considerably more time (average of 135.1 minutes) shopping, compared to their Caucasian and African-American counterparts at 89.4 and 109.27 minutes, respectively.

With the help of celebrity stylist Irma Martinez, who has styled several Hispanic and American stars for crossover campaigns as well as for their CD promotions, Tide Total Care and Downy Total Care are helping Hispanic women achieve a Style that Lasts and showing them how to help preserve and protect that personal style from the everyday wear and care process, which can leave fabrics looking dull, misshapen, and worn, putting their confidence and self esteem at risk.

“Maintaining and enhancing the beauty of skin and hair have long been an intimate part of women’s beauty routines, but they’ve lacked the ability to devote the same intimate attention to their ’second skin’ - their clothes,” said Anelsie Ramos, External Relations Manager for Tide and Downy. Women are often frustrated with how the aging of their favorite clothes can seem inevitable and have been searching for ways to sustain the newness of their fabrics. New Tide Total Care and Downy Total Care will help them do that.”

“Finding an everyday personal style that is both comfortable and fashionable should not be a mission,” explained Martinez. “By following some simple, basic guidelines, Latinas can achieve a Style that Lasts that fits their needs, enhances their own beauty and gives them the confidence to shine every day.”

Martinez shares the following ten tips to help Hispanic women visualize what their needs are and achieve their own Style that Lasts:

1. Before going shopping, check your closet to see what pieces you can
reuse.
2. To start, pick three or four basic pieces: a white, buttoned-down
shirt, a skirt, a cotton sweater and a pair of jeans.
3. Since they will be used frequently, my advice is to pick clothes that
are machine washable.
4. Natural fabrics, like cotton, are always in style, are comfortable and
easy to take care of.
5. Pick basic colors to mix and match.
6. Pick vibrant colors for trendy pieces.
7. When shopping, take into consideration your body shape.
8. Pinpoint seasonal trends and buy a few pieces that match what you
already have.
9. Don’t forget to get accessories: they can liven up an attire, making
it more versatile, and make your personal style.
10. Fashion changes but your personal style lasts. Make sure your
favorite pieces of clothes are of good quality and use a care regimen,
like Tide and Downy Total Care, so they last.

To help ensure that this style lasts, the makers of Tide and Downy created Tide Total Care and Downy Total Care, two new products that go beyond cleaning and softening to help maintain the color and shape of fabrics.

By combining the best of Beauty and Fabric Care technologies to help maintain the beauty of clothes, Tide and Downy Total Care are elevating the standard of care to an inspiring new realm: Fashion Care.

“We worked for almost five years with our colleagues in Beauty from around the world to take the science and technology from some of our best Beauty Care products and adapt them to elevate the clothing care experience,” said Chris Boeckerman, Global Care R&D Leader, P&G Fabric Care.

Tide and Downy Total Care’s breakthrough fabric care technology helps you to keep that Style that Lasts, even after 50 washes, thanks to Protective Fiber Complex, which includes the following combination of components to wash and rinse your clothes:

– Silicone: Using similar ingredients found in a variety of beauty products, the silicone technology found in Tide and Downy Total Care helps combat the aging of fabrics. These silicones were adapted to perform within the wash cycle through a lubricating technology that reduces abrasion between fibers and helps protect color and shape of garments.
– Polymer: In the wash process, this deposition aid forms a chemical complex known as a coacervate to help keep the silicones from washing away. This special polymer chemistry acts as a net, capturing other care ingredients and bringing them down to the surface of the fabrics for maximum effect.
– Chlorine scavengers: This technology helps maintain bright colors and prevent dyes from fading away by neutralizing chlorine in the wash water, which is one of the ways that clothes lose color over time. “