The folks that bring us Tide are engaged in a single-store test with a host of laundry products that do their job (with one exception) sans the washer and dryer.
Procter & Gamble has opened its own retail store under the Swash banner to sell a line of five products under the same name.
 |
| www.swashitout.com |
The store located near Ohio State University in Columbus only sells five items, which range in price from $3 to $6. The product include a de-wrinkle spray, lint roller, dryer sheet, stain removal pen and anti-odor spray.
P&G said it developed the product after research suggested that some consumers such as college students would like the means to wear slightly soiled clothes without having to go through the whole washing and drying process.
"It's funny, that's one of the things we've definitely thought about," Ross Holthouse, a spokesperson for P&G, told The Columbus Dispatch. "We don't see this as a replacement for washing your clothes, but it's a direct response to consumer feedback."
Many of the items such as the stain removal pen and de-wrinkling spray are similar to items P&G sells under other brand names. Jennifer Halterman, a senior consultant for TNS Retail Forward, said the key with this line is the focus the Swash brand has on the college age demographic.
The brand's website, swashitout.com, and in-store environment that includes a lounge area with free coffee, computers and video games, are very college student friendly.
"This is a really unique marketing initiative and a way to capture interest," Ms. Halterman said.
Manuel Farmer, manager of Bright and Clean Laundry, in Columbus can see college students going for the Swash products. "As long as their clothes smell good, they're OK," he told the Dispatch.
Discussion Questions: What do you think of P&G's test introduction of the Swash brand to college students? Do you see more of this type of testing taking place in the future? What does this give P&G that it might not get from following the traditional test pattern where the product line would go into retail stores in a given market?