P&G says new additive helps extend `wearability’

Two of Procter & Gamble's best-known laundry detergents have added Carezyme - a proprietary technological innovation that preserves the appearance and extends the life of washable colored cottons.The new detergent additive is available with Ultra Cheer and Ultra Tide.Prevents fuzzingDavid DiGiulio,...

Two of Procter & Gamble’s best-known laundry detergents have added Carezyme – a proprietary technological innovation that preserves the appearance and extends the life of washable colored cottons.

The new detergent additive is available with Ultra Cheer and Ultra Tide.

Prevents fuzzing

David DiGiulio, director of product development for p&g’s laundry category, says the new technology helps extend the ‘wearability’ of cotton clothing by preventing fuzzing and fading.

(Fuzzing is also known as ‘pilling.’

(DiGiulio says the product came about as the result of consumers’ desire to avoid these two things happening to their garments.)

Carezyme works by washing away the fuzz on a cotton garment.

The fuzz is created when, after repeated washing and wearing, cotton fibres lose their natural structure and form a fuzz or pill on the fabric’s surface.

Boosted by the encouragement of Cotton Ginny, one of Canada’s leading cotton clothing chains, Carezyme has also received the Seal of Cotton from Cotton Incorporated, the fibre company of u.s. cotton producers.

It is the first time the trademark has been used on a non-textile product.

Tips guide

Cotton Ginny will distribute a laundry tips guide, encouraging the use of Ultra Cheer and Ultra Tide, to its customers with any purchase of Cotton Ginny clothing.

The two detergents with Carezyme come in two-litre to 10-litre boxes. A 10L box of Ultra Cheer retails for $14, and is good for 66 washes.

Cheer’s ad agency, Leo Burnett in Toronto, is handling the launch for the new products, with a tv campaign slated for early this month.