Recognized industry leaders in fabric care, Procter & Gamble’s Tide® and Downy® brands continue to blur the lines between fashion and laundry products by launching a new partnership with women’s apparel retailer, The Limited, an affiliate of Sun Capital. Beginning February 23rd, this partnership celebrates new Tide and Downy Total Care’s innovative product benefits and reminds women that “washable is fashionable.”  As part of a $60 million dollar marketing campaign to introduce the latest line of Fashion Care Products, Tide and Downy are building on the success of previous retail partnerships and reminding women that they can look fabulous and help keep clothes looking like new with Tide and Downy Total Care. Research has indicated a strong overlap between Tide and Downy’s consumers and The Limited’s stylish clientele, reinforcing the importance of clothing maintenance and “fashion care.”  “The Limited provides modern women with high-quality private-label apparel designed to help the modern woman succeed,” said Linda Heasley, CEO of The Limited. “Nearly 80% of The Limited’s products are machine washable, allowing clients to keep costs down as they continue to care for their clothes. This partnership with Tide and Downy will give our clients the opportunity to wash their favorite items with innovative Total Care technologies, helping to keep their clothes looking beautiful.”  The partnership will take place in over 200 Limited stores across the country. The in-store elements include hang tags, gift with purchase, tissue stickers, and customized signage. This partnership will also exist on both The Limited ( and Total Care ( websites offering product information and an online gift with purchase.  “Women have told us that, to them, value means great benefits at a reasonable price,” said Kash Shaikh, influencer marketing manager, P&G Fabric Care. “With Total Care, we’ve worked to deliver this by pairing unprecedented product benefits with strong retail partnerships so women get the most out of their wardrobes. The Limited offers quality, affordable and washable fashions to millions of women ever year, making them a perfect partner in this journey.”