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Procter & Gamble Partners with The Limited(R) Reinforcing That Fashion and Value Are Indelibly Linked

Posted on: Monday, 23 February 2009, 12:50 CST

Fashionable Apparel Brand The Limited Showcases Benefits of New Tide(R) and Downy(R) Total Care(TM)

CINCINNATI, Feb. 23 /PRNewswire/ -- Recognized industry leaders in fabric care, Procter & Gamble's Tide(R) and Downy(R) brands continue to blur the lines between fashion and laundry products by launching a new partnership with women's apparel retailer, The Limited, an affiliate of Sun Capital. Beginning February 23rd, this partnership will celebrate new Tide and Downy Total Care's innovative product benefits and remind women that "washable is fashionable."

As part of a $60 million dollar marketing campaign to introduce the latest line of Fashion Care Products, Tide and Downy are building on the success of previous retail partnerships and reminding women that they can look fabulous and help keep clothes looking like new with Tide and Downy Total Care. Research has indicated a strong overlap between Tide and Downy's consumers and The Limited's stylish clientele, reinforcing the importance of clothing maintenance and "fashion care."

"The Limited provides modern women with high-quality private-label apparel designed to help the modern woman succeed," said Linda Heasley, CEO of The Limited. "Nearly 80% of The Limited's products are machine washable, allowing clients to keep costs down as they continue to care for their clothes. This partnership with Tide and Downy will give our clients the opportunity to wash their favorite items with innovative Total Care technologies, helping to keep their clothes looking beautiful."

Total Care Translates to Total Value

The partnership will take place in over 200 Limited stores across the country. The in-store elements include hang tags, gift with purchase, tissue stickers, and customized signage. This partnership will also exist on both The Limited (www.TheLimited.com) and Total Care (www.TryTotalCare.com) websites offering product information and an online gift with purchase.

"Women have told us that, to them, value means great benefits at a reasonable price," said Kash Shaikh, Influencer Marketing Manager, P&G Fabric Care. "With Total Care, we've worked to deliver this by pairing unprecedented product benefits with strong retail partnerships so women get the most out of their wardrobes. The Limited offers quality, affordable and washable fashions to millions of women ever year, making them a perfect partner in this journey."

Keeping Clothes Beautiful

After five years and 15,000 dedicated R&D hours, Tide and Downy researchers have combined the best of beauty and fabric care technologies to create the Protective Fiber Complex -- a formulation with similar conditioning ingredients as those found in hair and skin care products that help maintain clothing's color, shape, and softness. The Total Care lineup helps protect the "newness" of clothing, even after 50 washes, making it a seamless fit for The Limited, which boasts nearly 80% washable clothing.

Recently, Tide Total Care was awarded the prestigious V.I.P. (Very Innovative Product) Award by Good Housekeeping in the February 2009 issue. The Good Housekeeping V.I.P. Award was given to ten breakthrough products across all categories that "truly improve your life in an ingenious way."

"We want to lengthen the love affair women have with their clothes," said Shaikh. "There's a strong emotional bond between women and their clothing, and the challenge is to ensure that bond continues long after the initial purchase. Through this partnership we hope to elevate the experience women have with their Limited clothing by bringing together three brands that understand fashion, but also provide a good value."

About Tide

For almost 60 years, Tide(R) has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. Please visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions, updated fabric care articles, and an interactive Stain Detective, which provides official Tide stain removal solutions.

About Downy

Downy(R) offers a line of advanced fabric care conditioning products that helps keep clothes feeling soft and smelling fresh. Downy's family of liquid fabric softener includes: Ultra Downy, Downy with Febreze(R) Fresh Scent, Downy Pure Essentials(TM), Downy Experientials(TM), Downy Simple Pleasures(R) and the new Downy Simple Pleasures Radiance Collection(TM). Downy also offers a variety of dryer sheets. For more information, please visit www.Downy.com.

About The Limited Stores

Drawing on more than forty years of presence in American shopping centers, The Limited Stores is an iconic fashion retailer. The Limited serves contemporary women of all ages with the core group of shoppers in the 26 to 35-year old range. The brand has been a true leader in developing fashion-forward looks for the young working woman. The Limited has secured a strong foothold in the market as a professional fashion provider with an outfitting philosophy called "The Business of SuitingSM." However, the design-driven, trend-right styles from The Limited are not restricted to suiting alone, but include sweaters, dresses, denim, outerwear, and accessories -- to suit their customers' lifestyle demands, from workday to weekend. The Limited, an affiliated portfolio company of Sun Capital Partners, Inc., a leading private investment firm focused on leveraged buyouts, equity, debt, and other investments in market-leading companies, operates over 225 stores nationwide.

About Procter & Gamble

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Sun Capital Partners, Inc.

Sun Capital Partners, Inc. is a leading private investment firm focused on leveraged buyouts, equity, debt, and other investments in market-leading companies that can benefit from its in-house operating professionals and experience. Sun Capital affiliates have invested in and managed 200 companies worldwide with combined sales in excess of $40.0 billion since Sun Capital's inception in 1995. Sun Capital has offices in Boca Raton, Los Angeles, and New York, as well as affiliates with offices in London, Paris, Frankfurt, Tokyo, Shanghai and Shenzhen. For more information, please visit: www.SunCapPart.com.

SOURCE Tide and Downy

Source: PR Newswire

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