Downy Elevates Laundry Fragrance

Following the June launch of Boutique Botanicals, a collection of scent beads inspired by fine fragrance, Downy (Procter & Gamble) is continuing its premiumisation strategy with the opening of the Downy Fine Fragrance House, an immersive experience taking place this summer in Charleston, South Carolina, and Mason, Ohio. Through this pop-up concept, the brand offers consumers a behind-the-scenes look at the creation of its fragrances while showcasing the expertise of the perfumers behind the Boutique Botanicals and Unstopables Unlimited collections. Visitors are invited to explore the different fragrance signatures through a guided sensory journey, reflecting Downy's ambition to bring the codes of fine perfumery into the laundry care category. Available in the United States from US$15.97 (approximately €14), both collections feature compositions crafted like fine fragrances, with accords including clementine, neroli, bergamot, eucalyptus and white musk.