“It’s sort of an anti-aging line for clothes, using ingredients derived from Pantene hair products and Olay skin care.”
That’s how Procter & Gamble describes its new Total Care Tide and Downy line of products that draws on technology from its beauty products to let clothes keep their shape, colour and new look longer through repeated washing.
The company is also testing Tide Dry Cleaners with three stores set to open in Kansas City in September. For more on this, read this article in USA Today
Quebec women, clothes and laundry
The benefit of keeping clothes beautiful longer would likely resonate well with women in Quebec. While we often think of women in Quebec as being generally more fashionable than women in the rest of Canada, this doesn’t necessarily mean that “trendy” is more fashionable. In fact, women in Quebec are significantly more likely to agree with the statement “I prefer to buy clothes that are classic and timeless in style” – 66% in Quebec agree compared to 51% in English Canada. (Source: PMB 2008 among women 18+)
They also seem to take better care of those classics to ensure they stay beautiful; 34% used detergent for fine fabrics in the past six months compared to 26% in English Canada.
Fast fashion in Quebec
Spain-based retailer Zara is well known for its ability to go from design to delivery in 15 days. And this growing interest in inexpensive, “disposable” clothes is also finding its followers in Quebec. 3.6% of women in Quebec shopped at Zara in the past year while 3.8% did so in English Canada. (PMB 2008)
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