P&G’s Dreft delivers new product innovations
CINCINNATI — Baby laundry detergent brand Dreft is expanding its product lineup to align with every baby life stage, from toddlerhood and beyond. According to the brand, this is Dreft’s largest product innovation in more than half a decade.
The new products include:
Dreft Stage 1: Newborn Liquid Detergent: Dreft’s hypoallergenic formula can handle tough stains while still remaining gentle on the baby’s skin.
New Dreft Stage 2: Active Baby Liquid Detergent: According to the brand, the product helps to lift 99% of baby food stains and other messes.
New Dreft Blissfuls in-wash scent boosters: Dreft Blissfuls are safe on all fabrics and help refresh fabrics with baby scent with every wash.
Dreft is partnering with singer-songwriter — and new mom — Kelly Rowland, to celebrate the many stages of babyhood. Rowland and her six-month-old son Titan will be documenting their family moments on Dreft’s social media channels. Consumers can follow along on the “Journey of Amazinghood” videos on Instagram (@Dreft), Facebook (Facebook.com/Dreft), Twitter (@Dreft) and YouTube (YouTube.com/Dreft) throughout 2015, the brand said.
"I am beyond excited to partner with Dreft as they introduce their new line of products. They are a staple in my laundry room," said Kelly Rowland. "I used Dreft when I was pregnant with Titan to prepare his clothes for his arrival and now that my 'little man' is growing and exploring the world around him, I am thrilled that Dreft's Active Baby will help me clean the messes I know he is going to get himself into! I must admit - I have been using Dreft Blissfuls on my own clothes so I can take that delicious baby smell, that reminds me of Titan, with me wherever I go. If you have a little one at home, you've got to try these products!"
The first video featuring Rowland and her son is available here.
"As a brand that has been meeting the laundry needs of families for over 80 years, we know that for many moms and dads, doing baby’s laundry is more than just an ongoing chore – it serves as way to relish in the amazing moments and stages of baby's development," said Robert Reiss, Procter & Gamble, brand manager for Dreft. "We are thrilled to share our newest offerings with families - just like Kelly's - across the country as we celebrate the amazing journey of babyhood."