Woolite® Introduces Fiber-Flex™ Technology in New and Improved Everyday Formula

PARSIPPANY, N.J., May 7, 2014 /PRNewswire/ -- Today, Woolite^® announced the launch of Woolite^® Everyday with Fiber-Flex™ technology that will debut nationwide in May 2014. Built off the efficacy of the original Everyday formula, this innovative new detergent formula helps protect clothes from color fading and maintains fabric shape and fiber elasticity to leave clothes looking like new even after 20 washes. The exclusive Fiber-Flex Technology™ is a first-of-its-kind in detergents and is designed to help provide ultimate protection by maintaining fabric shape and fiber elasticity while cleaning. Garments also feel soft and smooth and provide visible effects after only five washes.

The exclusive Fiber-Flex™ technology protects the flexibility of clothing fibers so garments preserve their shape and fit for longer, wash after wash. The inspiration behind this technology was a result of years of testing and research.  The Research and Development team at Woolite^® not only studied the Personal Care industry and conducted extensive testing which simulated the real life wearing and stretching of garments, but they also looked at consumers' habits and top motivators as it relates to laundry and the care of their clothing.  The findings showed that 80 percent of consumers were most interested in detergents that cleaned while preserving the integrity of the garment especially shape and fit.  As such, after scouring through hundreds of potential ingredients to achieve this preservation efficacy, the main ingredient- fatty Coconut Acid Oil- was found to nourish fibers of garments during the wash cycle.

"We know that protection during the cleaning process is very important to keep your favorite everyday clothes from fading, shrinking and stretching," said Ben Crawley, Brand Manager for Woolite^® USA. "Leveraging our expertise in the protection of delicates, we are excited to introduce Woolite^® Everyday with Fiber-Flex™ technology that extends the protection and care in the wash to all everyday clothes and not just delicates. Woolite will help preserve the love affair a consumer has for her favorite clothes for up to 20 washes."

Woolite^® Everyday with Fiber-Flex™ technology also features a new Sparkling Falls™ scent that leaves clothes smelling clean and fresh.

It is already an award winning product and has been chosen Product of the Year^® in the "liquid laundry" category.  A survey of more than 45,000 consumers by TNS and Product of the Year^®, the world's largest consumer-voted award for product innovation in a variety of consumer-packaged goods categories, has awarded Woolite^® Everyday as one of only 23 products receiving this honor.  Product of the Year^® reflects outstanding consumer opinions in regards to innovation, use, satisfaction and purchase intent.

Woolite^® Everyday with Fiber-Flex™ technology will be available at mass and grocery stores nationwide beginning in May 2014, retailing for $8.87 for a 50 fl oz. bottle and $13.97 for a 100 fl oz. bottle.

About Woolite^®
For nearly 62 years, Woolite^® has been providing optimal protection and care to garments so that clothes look like new even after 20 washes. Woolite^®, which started with the revolutionary Extra Delicates Care formula, a gentle washing liquid that cleanses and cares for delicate garments in the wash, has been a category leader in hand washables and a laundry staple in homes across the country for nearly six decades. The new revision of Woolite Everyday^® promises to extend this protection to all machine washable everyday clothes and not just delicates. Additionally, Woolite^® Darks helps keep darker items like jeans and black shirts looking like new and their most vibrant. Please visit www.woolite.us or Facebook.com/WooliteUS for additional product information, laundry care tips and special offers and promotions.

About Reckitt Benckiser:
Reckitt Benckiser (RB), the parent company of Woolite^®, is a global consumer goods leader in health, hygiene and home. With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 25 of companies listed on the London Stock Exchange. Visit www.rb.com for more information.

SOURCE Woolite