As Procter and Gamble rolls out the launch of its new Downy® Total Care™ fabric enhancer this month, the company has collaborated with Ann Taylor LOFT® stores across the country to bring consumers a distinctive shopping experience. Celebrity Stylist and TV personality Jorge Ramon is hosting five special Downy Total Care events at Ann Taylor LOFT locations throughout the country this fall. As part of the promotion, several lucky women from each market will be pampered by personal shoppers and will have the exclusive opportunity to meet with Jorge to receive personalized style tips, gifts from Ann Taylor LOFT and special discounts store-wide. The events, kicked off with the first 50 women at the Ann Taylor LOFT flagship store in Times Square and will also be held in Cincinnati (October 16), San Francisco (October 23), Atlanta (October 29) and Miami (November 13). Women nationwide will be able to interact with Jorge and receive his style tips via customized hanger tags and in-store magazines at over 450 LOFT stores and also through the Ann Taylor LOFT and Downy Total Care websites.  The holistic, multi-touchpoint partnership is highlighted by National print advertising, co-branded interactive components, and a robust marketing program within over 450 LOFT stores across the country. The in-store elements, which will all play a vital role at the events, include wardrobe room decals, hanger tags, gift with purchase, product sampling, and a customized in-store magazine.  “Together with Ann Taylor LOFT, we’re providing value to our customers by delivering amazing product benefits to care for clothing. We want women to know that washable fashions can last from season to season,” says Mary Pochobradsky, Downy marketing director, P&G Fabric Care.

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