Downy

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Downy
Downy Logo 2015.png
OwnerProcter & Gamble
CountryUnited States
Introduced1960; 59 years ago (1960)
Related brandsLenor (Europe, Russia and Japan)
MarketsWorldwide
Websitehttp://downy.com/

Downy, also known as Lenor in Europe, Russia and Japan, is a brand name of fabric softener produced by Procter & Gamble and sold in the United States. It entered the U.S. test market in August 1960 and went nationwide in December 1961. It was also sold in the Philippines, Malaysia, Indonesia, Singapore, Thailand, Vietnam, South Korea, Egypt, Kenya and Latin America.

Lenor is a brand name of fabric softener and dryer sheets, also produced by Procter & Gamble, sold in Europe, Russia and Japan. Lenor fabric softener had entered China in 2007[1] but ceased later[2]. Scent beads under the brand Downy have been sold in China since Dec. 2017[3]. Plans to rebrand Lenor as Downy in the UK were dropped in 2002.[4]

Amy Sedaris and Tituss Burgess have been used to promote Downy/Lenor Unstoppables range in both the U.S. and the UK. The commercials were filmed by Grey Advertising.

Products[edit]

Downy brand logo used until 2015. (still used in certain countries)

The Downy product line contains the following:

  • Ultra Downy Liquid (released in 1991)
    • April Fresh
    • Mountain Spring
    • Clean Breeze
    • Sun Blossom
    • Free & Gentle
    • Febreze Spring Renewal (Canada only)
    • Protect & Refresh April Fresh
    • Protect & Refresh Active Fresh
  • Downy Infusions (released in 2004, formerly Downy Simple Pleasures)
    • Lavender Serenity
    • Citrus Spice
    • Sweet Dreams
    • Cashmere Glow
    • Botanical Mist
    • Amber Blossom
    • Honey Flower (Canada only)
    • Orchid Allure (discontinued)
  • Downy Ball
  • Downy Sheets (released in 1987)
  • Downy Wrinkle Releaser
  • Downy Unstopables In-Wash Scent boosters
    • Fresh
    • Lush
    • Dreams
    • Shimmer
    • Spring
    • Glow
    • Mist

The Downy brand was released in Mexico in 1990. Variants include:

  • Downy Libre Enjuague (One Rinse)
  • Downy Tango
  • Downy Elegance
  • Downy Floral
  • Downy Naturals
  • Downy Pureza Silvestre
  • Ariel con un toque de Downy (Ariel Detergent & Downy in One)

Lenor is available in Europe in various colours and fragrances:

  • Lenor Spring Awakening
  • Lenor Summer Breeze
  • Lenor In the Pink
  • Lenor Sleep Sensations
  • Lenor with Febreze effect (also available in Ariel detergent)
  • Lenor Crushed Silk & Jasmine (also formerly available in Bold 2in1 detergent)
  • Lenor Ocean Escape
  • Lenor Unstoppables In-Wash Scent boosters

Southeast Asia's Downy product line contains the following:

  • Downy Sunrise Fresh
  • Downy Garden Bloom
  • Downy 1 Banlaw
  • Downy Antibac
  • Downy Baby Gentle
  • Downy Expert Sports
  • Downy Expert Kontra Kulob
  • Downy Detergent

Downy Perfume Collection

  • Downy Passion (released in 2010)
  • Downy Mystique (released in 2013)
  • Downy Romance (released in 2011)
  • Downy Fusion (released in 2015)
  • Downy Daring (released in 2017)
  • Downy Sweetheart (released in 2017)
  • Downy Timeless (discontinued)
  • Downy Attraction (discontinued)
  • Downy Happiness (discontinued)
  • Downy Innocence (discontinued)

See also[edit]

  • Down feather
  • Downey
  • In January 2019 Jungkook of BTS revealed that he used the fabric softener brand Downy for his laundry. The reveal led to an unexpected spike in the brand's sales and two month's worth of the Downy product sold out; the company's stock value rose by more than 11% in a day.

References[edit]

  1. ^ "P&G fabric softener brand 'Lenor' entered the market in China". PG.com.cn.
  2. ^ "宝洁为我这些错误付出的代价高达10亿元".
  3. ^ "宝洁中国".
  4. ^ Week, Marketing (2002-04-25). "P&G ditches UK Lenor rebranding". Marketing Week. Retrieved 2019-01-25.

External links[edit]