P&G Launches Downy Concentrate Fabric Softener In Kenya

Downy Concentrate Launch
                 Downy products on display at the launch

Adding fabric softener should be a staple part of many people’s laundry routine. Just as you use conditioner after you shampoo to keep your hair looking sleek and shiny, you should use fabric softener with your detergents to keep your clothes looking just as beautiful.

For a long time, Kenyan consumers have had to be content with little variety in terms of fabric softeners with the most common brands on supermarket shelves being Sta-Soft and So-Soft. Well, all that is about to change.

Proctor & Gamble continues on its journey to meet consumer needs in Kenya by launching its high-performance fabric softener, Downy Concentrate, into the Kenyan market with the official launch happening earlier today at Sankara Hotel in Nairobi. Kenya is the first country in Sub-Saharan Africa where Downy has been launched, owing to Ariel’s success as a leading detergent in the country.  This is great news to a lot of mums and women out there who can now enjoy more variety in the fabric softener they use on their clothes or for the young ones.

During the media launch of Downy at the Sankara hotel on Tuesday this week,  the P&G Director for East Africa Lacop Pazzi made the following remarks,

We are excited to bring the world’s number one fabric softener, Downy Concentrate to the country is the first country in sub-Saharan Africa where Downy has been introduced. We are committed to the Kenyan market and are confident that Downy Concentrate will meet the needs of Kenyan families as it has done globally for millions of consumers for more than 50 years”

Unlike some brands, which are so heavily scented you can smell them while they’re still sealed, this Downy formula leaves clothes with a pleasant but subtle floral fragrance. Its unique formula contains perfume oils that penetrate deep into the fibres of fabrics releasing long lasting freshness throughout the day. Downy comes in 4 enticing and defining scents, namely:

  • Valley Dew :- a floral, woody fragrance; similar to the scent of a new born baby
  • Floral Breeze :- a herbal fragrance with musky top notes
  • Feel Romantic :- a fruity floral fragrance
  • Feel Relaxed :- a floral fragrance with musky top notes

Downy is the only fabric softener in the market that is a concentrate.For standard washing machines and normal loads, P&G recommends using 40ml dose to enjoy the Downy experience. While other fabric softeners might require a full cap, with Downy you only have to use a third of a cap (20ml) in your hand wash, meaning you can wash up to 2.5 times more, which is value for money.

Downy is expected to be a massive hit with the mums, especially those that believe in taking pride in their family’s care, through things like washing their family’s clothes with a fresh scent. A Downy mum is one who goes the extra step to ensure her family is well cared for, in order to give them that extra boost of confidence. If you believe that when your family looks their best, they perform at their best, then Downy is the product for you. Downy is available at retailers countrywide and goes for Ksh15.00 for 20ml sachets, Ksh250.00 for 500ml and Ksh450.00 for the 1 litre bottle.

People perform better when they look and feel their best, and fresh clean clothes give you that added boost of confidence. Thanks to its unique formula, Downy works pro-actively to help protect against laundry damage that leads to stretching, fading and fuzz. The fabric softener is equipped with a protective layer that is designed to coat even the finest textile fibres, lubricating and softening them. It reduces abrasion which helps fibres hold their original form and fight stretching. Adding Downy to your laundry will help reduce the amount of wrinkles your laundry usually has, as the protective layer helps fibres will help maintain elasticity. It also reduces fiction between fibres, therefore less dye is lost during washing (which means less fading) and also protects the clothes from getting worn out during wear.

According to the Laundry care in Kenya May 2015 report by Euromonitor International, laundry care is expected to benefit strongly from a growing focus on hygiene in the forecast period, particularly as bar detergents and standard powder detergents continue to be used for a wide range of cleaning tasks. These product areas will continue to dominate laundry care, accounting for an estimated 92% combined value share in 2019. Growth is also expected to be driven by ongoing urbanisation and by rising disposable income levels thanks to the country’s economic growth. 

One of the trends captured by the Euromonitor indicates that Laundry care is expected to benefit from strongly from a growing focus on hygiene in the forecast period, particularly as bar detergents and standard powder detergents continue to be used for a wide range of cleaning tasks. These product areas will continue to dominate laundry care, accounting for an estimated 92% combined value share in 2019. Growth is also expected to be driven by ongoing urbanisation and by rising disposable income levels thanks to the country’s economic growth.

Downy & the Message of Love competition

To mark the launch of Downy Concentrate in Kenya, P&G is inviting mothers from across the nation to share their personalised messages of love on the company’s Facebook page  to stand a chance to win one year’s worth of school fees for her child to the value of Ksh 300 000.

We will be sharing our review of the various fragrances soon.

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