P&G is test-marketing Swash, a line of clothing "fresher-uppers." The line was developed to capitalize on behavior predominantly seen among the college crowd: pull some dirty clothes out of the laundry and wear them. Swash promises to freshen, deodorize and take out the wrinkles.Packaging is reminiscent of energy drinks. There's a mainstream opportunity to ride the trends of the trendy bed and bath market too. Imagine the merchandising potential at unexpected places like the Pottery Barn, Anthropoligie and Williams Sonoma home.
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