Ariel & Lenor’s ‘Long Live Fashion Formula’ Quadruples Life of Clothes
An announcement from Procter & Gamble’s leading brands, Ariel and Lenor, today revealed its ‘Long Live Fashion Formula’ could extend the life of clothes by four times, keeping them looking new for longer. By switching from a powder to liquid or single-unit-dose format like Ariel pods, adding a Fabric Conditioner, such as Lenor, and washing on a cold and quick cycle, consumers can quadruple the life of their clothes. Extending the life of one in five garments in Europe by just 10% per year would save enough carbon to power half a million homes annually.
Global clothing production has more than doubled in the last 15 years but consumers keep clothes for just half the amount of time.1 With more than 20% discarded because they have lost their shape, colour or integrity, the fashion industry is seen to be one of the most wasteful industries in the world.
But with better fabric care, fashion can live for much longer, keeping our favourite garments out of landfills. Research by Ariel and Lenor shows the signs of aging from washing and wearing can be vastly reduced with a simple switch to the ‘Long Live Fashion Formula.’
Long Live Fashion Formula:
- Step 1 – Use a High Quality Liquid Detergent like Ariel Pods: Ariel is specifically formulated to deliver an outstanding clean, even at cooler temperatures and in quick cycles. Liquids, gels and pods are tough on stains but gentle on fabrics, keeping them clean and fresh without damaging them.
- Step 2 – Wash in Cold + Quick cycles: Washing at 40˚C uses more than double the amount of energy as washing in a Cold and Quick cycle, contributing to our individual carbon footprints. It also puts nearly double the amount of stress on your clothes with quick and cool cycles shown to extend the life of garments significantly.
- Step 3 – Add Lenor to the Drawer: Like hair conditioners keep the texture of your hair smooth, fabric conditioners keep the fibres of garments intact so they don’t lose integrity over time. This helps to protect garments from losing shape and colour, as well as stopping them from bobbling.
The research tested the stresses on garments when washing under different conditions and showed remarkable differences in garment quality for those using the long live fashion principles. Clothes require maintenance to preserve their beauty. Like hair care and skin care, keeping fabrics in good condition relies on a routine to minimise the impact of environmental factors like wear and tear.
In an Ariel/Lenor trial, 18 typical household laundry basket garments were tested, including a bodycon dress, polo shirt, printed t-shirt and denim jeans. The ‘Long Live Fashion Formula’ on average four times the lifetime of garments over 50 washes.
Quadrupling the life of just one 3kg household basket of clothing would save 230kg CO2 – the carbon equivalent of driving nearly 600 miles (870km). The life extension of just that one basket would save 7,000 litres of water needed to create new clothes – much of which would be in water scarce regions.
According to WRAP, if we extended the life of just one in five items in European wardrobes by only 10%, we could save 3 million tonnes in CO2 per year that would be generated from creating new clothes. This is equal to enough carbon to power half a million homes for a year. It could also save 150 million litres of water a year, enough to fill Big Ben 32 times over and would divert 6.4 million tonnes of clothing from landfill.
The clothes longevity initiative by Lenor is one of the first under P&G’s newly announced Ambition 2030, the company’s new sustainability goals aimed at enabling and inspiring responsible consumption among consumers - a role perfectly suited to the ‘Long Live Fashion Formula.’
Speaking about the announcement at the Copenhagen Fashion Summit, the Global VP for Fabric Enhancers at Procter & Gamble, Bert Wouters, said: “Sourcing, production and recycling are the focus of a great deal of attention in fashion, but the impact of extending the life of clothes during the so called ‘use phase’ has been largely ignored so far. We are delighted that the ‘Long Live Fashion Formula’ can help reduce the environmental burden of fashion.”
Procter & Gamble’s Research Fellow, Dr Neil Lant added: “We care for our hair and skin to keep it in good condition, so caring for your ‘second skin’ of clothes shouldn’t be any different. Clothes are subjected to stresses that age them when we wear and wash them. By using a high-quality liquid detergent that is tough on stains but gentle on fabrics and designed to work in cooler/quicker washes, and adding a fabric conditioner like Lenor, you can keep your favourite sweater looking new for much longer and reduce the environmental impact of your wardrobe.”
IMAGES AND INTERVIEW REQUESTS: To arrange interviews from the Copenhagen Fashion Summit, please contact Victoria Brophy. For photography and any other media requests, please contact the press office or go to https://rlsd.co/p/o3dwEg
Om Business Wire
(c) 2018 Business Wire, Inc., All rights reserved.
Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.
Følg saker fra Business Wire
Registrer deg med din epostadresse under for å få de nyeste sakene fra Business Wire på epost fortløpende. Du kan melde deg av når som helst.
Siste saker fra Business Wire
IFF Recognized by SAM’s 2019 “Industry Mover” Sustainability Award15.2.2019 21:15:00 | Pressemelding
Regulatory News: International Flavors & Fragrances Inc. (NYSE: IFF) (Euronext Paris: IFF) (TASE: IFF), was recognized for its sustainability efforts with the 2019 “Industry Mover” award from SAM, a subsidiary of RobecoSAM which specializes in providing environmental, social and governance (ESG) data, benchmarks and ratings. The recognition acknowledges the Company’s top-scoring performance in economic, social and environmental categories. “We are thrilled to receive this award from SAM,” said Andreas Fibig, IFF Chairman & CEO. “Our sustainability efforts are not only a key enabler of our overall strategy, but also a true passion here at IFF -- and we place it at the forefront of everything we do. It is deeply gratifying to have our work and our people recognized for doing the right thing for the planet.” SAM’s 2019 scoring is based on its 2018 Corporate Sustainability Assessment. Using a weighted methodology, SAM evaluates companies for criteria such as: codes of business conduct, ope
SFL: strong financial position and results in 2018, consolidating the Group’s position as a prime player15.2.2019 18:01:00 | Pressemelding
Regulatory News: The financial statements for the year ended 31 December 2018 were approved by the Board of Directors of Société Foncière Lyonnaise (Paris:FLY) on 15 February 2019 at a meeting chaired by Juan José Brugera. 2018 business indicators were very robust, with further underlying growth in rental income and historically high EPRA earnings. The portfolio's appraisal value and the Company's net asset value also continued to grow, attesting to SFL’s excellent positioning. The auditors have completed their audit of the annual financial information and are in the process of issuing their report. Consolidated data (€ millions) 2018 2017 Change Rental income 193.5 195.8 -1.2% Adjusted operating profit* 162.1 164.1 -1.2% Attributable net profit 351.6 685.3 - EPRA earnings 106.7 102.4 +4.1% * Operating profit before disposal gains and losses and fair value adjustments 31/12/2018 31/12/2017 Change Attributable equity 4,010 3,763 +6.6% Consolidated portfolio value excluding transfer cost
5 Happening Cultural Destinations to Visit in 201915.2.2019 10:11:00 | Pressemelding
Hong Kong There’s never really a sleepy year to visit Hong Kong, but 2019 is particularly ripe for visitors. Spearheaded by the dynamic entrepreneur Adrian Cheng of K11 and New World Development, the rejuvenation of Tsim Sha Tsui harbourfront is just the starting point. The city’s iconic harbourside walkway, Avenue of Stars, has just received a much-awaited makeover that’s the brainchild of Cheng and visually conceived by James Corner, the landscape architect responsible for the High Line in New York. It sees the addition of design-driven rest areas, kiosks featuring homegrown brands, hand prints from Asian film stars and interactive digital elements. Featuring Hong Kong’s first wave energy demonstrator that produces electricity for the Avenue, the place is turned into one of the most sustainable promenades in Hong Kong. This is just one part of Cheng and his company’s grander urban revitalisation plan, Victoria Dockside, a new art and design district which will fully open in the third
ISAE-SUPAERO Launches a New MOOC about Flight Mechanics15.2.2019 09:36:00 | Pressemelding
"ABC of Flight Mechanics: How Do Planes Fly?": a MOOC dedicated to flight mechanics. The notion of flight often defies our human terrestrial instincts. How does an airplane fly? How can a pilot maintain control? How high in the sky can an aircraft climb? How does a fighter pilot fly while spinning? This online course (available in English) will cover many topics, such as atmospheric physics and Newton's laws applied to aircraft, as well as propulsion forces and longitudinal stability the question of traction. The MOOC "ABC of Flight Mechanics" is aimed at general public with a specific level of scientific knowledge. Nevertheless, various levels of learning are available, thus it allows all students to take the course without needing to plenty understand the mathematical principles. Undergraduate students in aerospace engineering, trainees as well as novice and experienced pilots, journalists and professionals in the aeronautics domain (business, engineering, marketing, communications,
REPLY: Red Reply Wins the Oracle “Partner of the Year Autonomous” Award15.2.2019 09:30:00 | Pressemelding
Red Reply, the Reply group company that specialises in the Oracle Cloud IaaS and PaaS platform has been named as Oracle “Partner of the Year: Autonomous.” The award recognises Red Reply for its work as an Oracle Cloud Managed Service Provider Partner in developing highly innovative projects using the Oracle Autonomous Database technology. Red Reply has launched a project aimed at re-engineering the Policy Enterprise DataWarehouse of Verti Assicurazioni, company operating in the online insurance sector, using the Oracle Cloud Autonomous DataWarehouse service. The Autonomous DataWarehouse is a cloud-based database that uses machine learning to eliminate manual labour in operations such as tuning, security, backups, updates and other routine activities. This selected Oracle solution is the only one of its kind capable of addressing aspects such as security, performance and high availability of data, using automatic update and tuning mechanisms, while maximising the protection of data in l
Posiflex showcases new Interactive Self-Service Kiosks and IoT Retail Product Innovations at EuroCIS 201915.2.2019 08:00:00 | Pressemelding
The Posiflex Group — a synergy of world-leading POS, kiosk, and industrial computing technologies — will introduce its full product portfolio and latest innovations at EuroCIS, the leading trade fair for retail technology, from February 19th – 21st in Düsseldorf. With a product strategy focus on serviced IoT, the Posiflex Group will be displaying smart and connected retail solutions with fully-integrated middleware, RMS (Remote Monitoring System) and hardware. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190215005008/en/ Posiflex at EuroCIS Hall 9 / C42 (Graphic: Business Wire) “I am excited to introduce the Posiflex Group portfolio to the European market,” says Hans Peter Nüdling, the newly appointed Chief Strategy Officer for the Posiflex Group. “The Posiflex Group references the collective brands of the corporation, including Posiflex, Portwell and KIOSK Information Systems (KIOSK) – all under one corporate umbrella. As