P&G test markets Swash for those who avoid doing laundry

CINCINNATI Procter & Gamble has developed a new laundry detergent line, dubbed Swash, that targets those consumers who often re-wear their clothing.

The new lineup includes:

  • Smooth it Out to eliminate odors and static.
  • Steam it Out, which is a moistened cloth to toss in the dryer with the clothes to remove odors and wrinkles.
  • Fresh it Up to remove odors and freshen clothing.
  • Get it Out, which is a stain-erasing pen.

P&G is testing the line in Lexington, Ky. According to a Web site promoting the new line, Swash is being sold at such retailers as CVS, Walgreens, Kroger, Wal-Mart and Target.

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