Business Wire

Ariel & Lenor’s ‘Long Live Fashion Formula’ Quadruples Life of Clothes

Jaa

An announcement from Procter & Gamble’s leading brands, Ariel and Lenor, today revealed its ‘Long Live Fashion Formula’ could extend the life of clothes by four times, keeping them looking new for longer. By switching from a powder to liquid or single-unit-dose format like Ariel pods, adding a Fabric Conditioner, such as Lenor, and washing on a cold and quick cycle, consumers can quadruple the life of their clothes. Extending the life of one in five garments in Europe by just 10% per year would save enough carbon to power half a million homes annually.

Global clothing production has more than doubled in the last 15 years but consumers keep clothes for just half the amount of time.1 With more than 20% discarded because they have lost their shape, colour or integrity, the fashion industry is seen to be one of the most wasteful industries in the world.

But with better fabric care, fashion can live for much longer, keeping our favourite garments out of landfills. Research by Ariel and Lenor shows the signs of aging from washing and wearing can be vastly reduced with a simple switch to the ‘Long Live Fashion Formula.’

Long Live Fashion Formula:

  • Step 1 – Use a High Quality Liquid Detergent like Ariel Pods: Ariel is specifically formulated to deliver an outstanding clean, even at cooler temperatures and in quick cycles. Liquids, gels and pods are tough on stains but gentle on fabrics, keeping them clean and fresh without damaging them.
  • Step 2 – Wash in Cold + Quick cycles: Washing at 40˚C uses more than double the amount of energy as washing in a Cold and Quick cycle, contributing to our individual carbon footprints. It also puts nearly double the amount of stress on your clothes with quick and cool cycles shown to extend the life of garments significantly.
  • Step 3 – Add Lenor to the Drawer: Like hair conditioners keep the texture of your hair smooth, fabric conditioners keep the fibres of garments intact so they don’t lose integrity over time. This helps to protect garments from losing shape and colour, as well as stopping them from bobbling.

The research tested the stresses on garments when washing under different conditions and showed remarkable differences in garment quality for those using the long live fashion principles. Clothes require maintenance to preserve their beauty. Like hair care and skin care, keeping fabrics in good condition relies on a routine to minimise the impact of environmental factors like wear and tear.

In an Ariel/Lenor trial, 18 typical household laundry basket garments were tested, including a bodycon dress, polo shirt, printed t-shirt and denim jeans. The ‘Long Live Fashion Formula’ on average four times the lifetime of garments over 50 washes.

Quadrupling the life of just one 3kg household basket of clothing would save 230kg CO2 – the carbon equivalent of driving nearly 600 miles (870km). The life extension of just that one basket would save 7,000 litres of water needed to create new clothes – much of which would be in water scarce regions.

According to WRAP, if we extended the life of just one in five items in European wardrobes by only 10%, we could save 3 million tonnes in CO2 per year that would be generated from creating new clothes. This is equal to enough carbon to power half a million homes for a year. It could also save 150 million litres of water a year, enough to fill Big Ben 32 times over and would divert 6.4 million tonnes of clothing from landfill.

The clothes longevity initiative by Lenor is one of the first under P&G’s newly announced Ambition 2030, the company’s new sustainability goals aimed at enabling and inspiring responsible consumption among consumers - a role perfectly suited to the ‘Long Live Fashion Formula.’

Speaking about the announcement at the Copenhagen Fashion Summit, the Global VP for Fabric Enhancers at Procter & Gamble, Bert Wouters, said: “Sourcing, production and recycling are the focus of a great deal of attention in fashion, but the impact of extending the life of clothes during the so called ‘use phase’ has been largely ignored so far. We are delighted that the ‘Long Live Fashion Formula’ can help reduce the environmental burden of fashion.”

Procter & Gamble’s Research Fellow, Dr Neil Lant added: “We care for our hair and skin to keep it in good condition, so caring for your ‘second skin’ of clothes shouldn’t be any different. Clothes are subjected to stresses that age them when we wear and wash them. By using a high-quality liquid detergent that is tough on stains but gentle on fabrics and designed to work in cooler/quicker washes, and adding a fabric conditioner like Lenor, you can keep your favourite sweater looking new for much longer and reduce the environmental impact of your wardrobe.”

-Ends-

IMAGES AND INTERVIEW REQUESTS: To arrange interviews from the Copenhagen Fashion Summit, please contact Victoria Brophy. For photography and any other media requests, please contact the press office or go to https://rlsd.co/p/o3dwEg

1 https://www.economist.com/news/business-and-finance/21720200-global-clothing-production-doubled-between-2000-and-2014-looking-good-can-be

Contact information

P&G Media Contact in Copenhagen
Victoria Brophy
Victoria.Brophy@ketchum.com
+447872 827 882
or
P&G Media Contact in Press Office
Press Office team
evelyn.bray@ketchum.com
+442037 556 415

Tietoja julkaisijasta

For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.

Tilaa tiedotteet sähköpostiisi

Haluatko tietää asioista ensimmäisten joukossa? Kun tilaat mediatiedotteemme, saat ne sähköpostiisi välittömästi julkaisuhetkellä. Tilauksen voit halutessasi perua milloin tahansa.

Lue lisää julkaisijalta Business Wire

Takeda to Present Results from Phase 3 ALTA-1L Trial Highlighting Intracranial Efficacy of ALUNBRIG® (brigatinib) Versus Crizotinib in First-Line Advanced ALK+ Non-Small Cell Lung Cancer19.10.2018 15:00Tiedote

Takeda Pharmaceutical Company Limited (TSE: 4502) today announced that intracranial efficacy data from the Phase 3 ALTA-1L (ALK in Lung Cancer Trial of BrigAtinib in 1 st Line) trial showed improved intracranial progression-free survival (PFS) and intracranial objective response rate (ORR) with ALUNBRIG (brigatinib) compared to crizotinib among anaplastic lymphoma kinase-positive (ALK+) non-small cell lung cancer (NSCLC) patients. Data for these secondary endpoints will be presented in a poster discussion at the European Society for Medical Oncology (ESMO) 2018 Congress on Friday, October 19 at 2:00 p.m. CET in Munich, Germany. These results further support ALUNBRIG as a potential treatment for adults with ALK+ locally advanced or metastatic NSCLC who had not received a prior ALK inhibitor. ALUNBRIG is currently not approved as first-line therapy for advanced ALK+ NSCLC. “ALK+ NSCLC often spreads to the brain, so having options that can clearly demonstrate efficacy both in the brain an

Vertex Receives European CHMP Positive Opinion for KALYDECO® (ivacaftor) to Treat Patients With Cystic Fibrosis Aged 12 to <24 months With Certain Mutations in the CFTR Gene19.10.2018 14:54Tiedote

Vertex Pharmaceuticals (Europe) Limited today announces that the European Medicines Agency’s (EMA) Committee for Medicinal Products for Human Use (CHMP) adopted a positive opinion for KALYDECO® (ivacaftor) to include the treatment of people with cystic fibrosis (CF) aged 12 to <24 months who have at least one of the following nine mutations in their cystic fibrosis transmembrane conductance regulator (CFTR) gene: G551D, G1244E, G1349D, G178R, G551S, S1251N, S1255P, S549N or S549R. If the European Commission issues a favorable adoption of the EMA CHMP opinion for the extension of indication, ivacaftor will be the first and only medicine approved in Europe to treat the underlying cause of CF in patients aged 12 to <24 months, who have specific mutations in the CFTR gene. “Cystic fibrosis is a chronic, progressive disease that is present at birth, with symptoms often occurring in infancy, so early treatment is crucial to deliver the best possible outcomes for patients,” said Reshma Kewalr

Tradeshift Announces Q3 2018 Results19.10.2018 14:00Tiedote

Tradeshift, the leader in supply chain payments and marketplaces, today announced results from the third quarter of 2018, marking the tenth quarter in a row of successive growth and beating targets. Tradeshift’s third quarter growth stats announced today include: YoY revenue grew 400 percent (trailing 12 months) YoY new bookings grew 284 percent YoY gross merchandise volume (GMV) grew 262 percent New total contract value grew by $47M in Q3 Tradeshift’s customer roster continued strong growth this quarter adding 27 new customers, including Hertz, Shiseido, ECU, and Fortune 500 leaders in retail apparel, agriculture, engineering and construction, hospitality, travel and food delivery. Tradeshift also expanded its app ecosystem by adding a key partnership with Coface, a global credit insurer. Coface has announced a new app solution on the Tradeshift platform offering risk and business information services to help businesses make decisions by ensuring greater financial transparency between

Schlumberger Announces Third-Quarter 2018 Results19.10.2018 14:00Tiedote

Schlumberger Limited (NYSE: SLB) today reported results for the third quarter of 2018. (Stated in millions, except per share amounts) Three Months Ended Change Sept. 30, 2018 Jun. 30, 2018 Sept. 30, 2017 Sequential Year-on-year Revenue $8,504 $8,303 $7,905 2% 8% Pretax operating income $1,152 $1,094 $1,059 5% 9% Pretax operating margin 13.5% 13.2% 13.4% 36 bps 15 bps Net income - GAAP basis $644 $430 $545 50% 18% Net income, excluding charges & credits* $644 $594 $581 8% 11% Diluted EPS - GAAP basis $0.46 $0.31 $0.39 48% 18% Diluted EPS, excluding charges & credits* $0.46 $0.43 $0.42 7% 10% North America revenue $3,189 $3,139 $2,602 2% 23% International revenue $5,215 $5,065 $5,147 3% 1% North America revenue, excluding Cameron $2,572 $2,546 $2,086 1% 23% International revenue, excluding Cameron $4,559 $4,387 $4,430 4% 3% *These are non-GAAP financial measures. See section below entitled "Charges & Credits" for details. Schlumberger Chairman and CEO Paal Kibsgaard commented, “Our third

Alibaba’s Robust Ecosystem Supercharges 2018 11.11 Global Shopping Festival19.10.2018 13:15Tiedote

Alibaba Group Holding Limited (NYSE:BABA) today officially kicked off the 2018 11.11 Global Shopping Festival in China’s capital, promising this year’s mega-event will be the largest-ever in terms of scale and reach. Businesses within the Alibaba ecosystem will jointly offer hundreds of millions of consumers an enriching experience that supports their pursuit of high-quality products, entertainment and fast, reliable services. The Festival will also demonstrate the enthusiasm of consumers and brands embracing Alibaba’s New Retail strategy – the convergence of online and offline retail through technology. “This year marks the 10th anniversary of 11.11. On the back of China’s explosive digital transformation, the Festival’s astounding growth over the past decade has powered the steady growth of quality consumption sought by Chinese shoppers. The evolution also showcases the development of the Alibaba ecosystem over time expanding well beyond e-commerce,” said Alibaba Group CEO Daniel Zha

Real-world study shows using Giotrif®/Gilotrif® (afatinib) followed by osimertinib provides a median of 27.6 months of chemotherapy-free time in patients with EGFR mutation-positive NSCLC19.10.2018 13:08Tiedote

Boehringer Ingelheim today announced results from GioTag, a real-world retrospective study which examined the impact of first-line Giotrif®/Gilotrif® (afatinib) followed by osimertinib, in epidermal growth factor receptor mutation-positive (EGFR M+) non-small cell lung cancer (NSCLC) patients with acquired T790M mutations, the most common mechanism of resistance to first- and second-generation EGFR tyrosine kinase inhibitors (TKIs). The results showed that the sequential strategy was effective in delaying subsequent chemotherapy treatment and were published today in the journal Future Oncology. According to the study, the median time on treatment for sequential afatinib and osimertinib was 27.6 months. In this broad, real-world population, the clinical benefit was consistent across all patient subgroups, with particularly encouraging results seen in those with exon 19 deletion (Del19)-positive disease (median time on treatment 30.3 months) and Asian patients (median time on treatment 4

Uutishuoneessa voit lukea tiedotteitamme ja muuta julkaisemaamme materiaalia. Löydät sieltä niin yhteyshenkilöidemme tiedot kuin vapaasti julkaistavissa olevia kuvia ja videoita. Uutishuoneessa voit nähdä myös sosiaalisen median sisältöjä. Kaikki STT Infossa julkaistu materiaali on vapaasti median käytettävissä.

Tutustu uutishuoneeseemme