Downy product's scent now will last for a whole week

CINCINNATI Procter & Gamble is amplifying the freshness found in Ultra Downy April Fresh fabric softener.

New Ultra Downy April Fresh fabric softener now will provide a whole week of motion-activated freshness in just one wash, P&G said. In addition to the enhanced Ultra Downy April Fresh, Downy also has introduced a new vibrant floral scent – Sun Blossom.

"This is one of the most exciting product upgrades we've had throughout our brand history," said Mary Pochobradsky, Downy marketing director. "We're eager for consumers to experience an entire seven days of renewing freshness in their fabrics during 'Clean Sheet Week.' Our goal is to deliver a long-lasting scent experience, so the freshness you feel on 'Clean Sheet Day' can last throughout the whole week."

The manufacturer's suggested retail price for the improved Ultra Downy April Fresh and new Sun Blossom fabric softener is $4.99 to $5.99 for a 60-load bottle, and it is sold at retail stores nationwide. Actual retail price is up to the sole discretion of the retailer.