P&G launches new fabric enhancer in Kenyan market

Kenyans have an expanded choice in the detergents market after Procter & Gamble (P&G) launched a new fabric enhancer – Downy Concentrate.

Speaking during the launch, Associate Brand Manager for Downy, Lydia Kakutwi said the enhancing the fabric sector in Kenya will go a long way in strengthening and protecting fabrics as well as retaining the bright colours. This will help improving confidence while giving consumers value for money.

She said the company believes that there is a close link between freshness and confidence.  What you wear and how you look helps give you the extra boost you need.

Ms Kakutwi said that although the detergent market in Kenya is highly competitive and mature, the adoption of fabric enhancers in the laundry process remains low with penetration at less than 25% in the detergents category.

“Many people lack awareness on the complimentary role of detergents and fabric enhancers, while the few that use the enhancers, only use it for specific items like baby clothes and beddings,” she explained.

Ms Kakutwi said fabric enhancers protect the colour of clothes and gives confidence needed to remain fresh throughout the day. “The new bubble technology guarantees freshness with every move you make,” she observed.

“Downy Concentrate smoothens and protects clothes from the damage of the wash, helping them maintain their original shape. By smoothing the fibers in clothes, Downy reduces the friction that wears down fabric during the wash and prevents them from stretching and tearing,” said Ms Kakutwi.

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She said Downy Concentrate has introduced an additional three new variants, bringing the range of Downy Concentrate in the market to five. The products include Gentle Care, Floral Breeze and Value Dew, Feel Relaxed and Feel Luxurious.