Tide swashbuckles slackers

Well, not quite. But Swash by Tide may catch many off guard.

Well, not quite. But Swash by Tide may catch many off guard.

Cincinnati-based P&G is testing a line of laundry ‘freshening’ products for college-age slackers who want to save time and money by delaying doing laundry for as long as possible. Products like ‘dewrinklers’ and deodorizing sprays are available at the Swash pop-up store near Ohio State University in Columbus. P&G is tight-lipped about the store, saying only that it’s being used to collect consumer insights.

The products are also available online at swashitout.com, which features witticisms like, ‘Just because you slept in your clothes doesn’t mean everyone has to know it. Swash out wrinkles, odors and static.’

P&G has positioned Swash as eco-friendly, as doing less laundry helps save water and electricity. The five-product line is rounded out by a stain removal pen, a lint brush and dryer sheets that help remove wrinkles and odors in just 10 minutes, without having to do a pesky wash cycle first.