P&G, Whirlpool Partner for Newest Innovation
P&G and Whirlpool Corporation announce the introduction of SWASH. SWASH is an at-home clothing care system that reduces wrinkles, refreshes fabric, restores the fit lost after wear and preserves clothing, in just ten minutes with the push of a button. The SWASH system, designed to fit into a living space such as a bedroom or closet, allows people to reduce or eliminate ironing, save on dry cleaning and better care for and preserve clothes – even hard to care for favorite pieces.
P&G and Whirlpool identified a number of trends that prompted the development of SWASH. They discovered that people are reluctant to excessively launder or dry clean their clothing for fear of damage. This has led to the adoption of unique clothing care measures like showering with denim, freezing cashmere and putting clothing in a salad spinner to dry. At the same time, people have become resigned to the high cost and inconvenience of processes like dry cleaning, ironing or steaming. (People who dry clean at least once a month spend over $750 a year on the service and 80 percent of consumers report that they don’t enjoy ironing.) The trend of re-wearing clothing between washes is also on the rise.
“We have talked to thousands of people over the years that have told us they are yearning for a better way to care for clothing in between laundering and dry cleaning. Until today there hasn’t been an effective solution. I am thrilled to share that SWASH is just that and more,” says Charles Pierce, group president of P&G New Business Creation. “SWASH gets clothes ready to wear quickly, effectively, easily and without requiring extensive resources. In the amount of time it takes one to shower, clothing will be ready to wear.”
P&G and Whirlpool identified a number of trends that prompted the development of SWASH. They discovered that people are reluctant to excessively launder or dry clean their clothing for fear of damage. This has led to the adoption of unique clothing care measures like showering with denim, freezing cashmere and putting clothing in a salad spinner to dry. At the same time, people have become resigned to the high cost and inconvenience of processes like dry cleaning, ironing or steaming. (People who dry clean at least once a month spend over $750 a year on the service and 80 percent of consumers report that they don’t enjoy ironing.) The trend of re-wearing clothing between washes is also on the rise.
“We have talked to thousands of people over the years that have told us they are yearning for a better way to care for clothing in between laundering and dry cleaning. Until today there hasn’t been an effective solution. I am thrilled to share that SWASH is just that and more,” says Charles Pierce, group president of P&G New Business Creation. “SWASH gets clothes ready to wear quickly, effectively, easily and without requiring extensive resources. In the amount of time it takes one to shower, clothing will be ready to wear.”