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Bold new scent technology

26 April, 2010
Page 60 

P&G says it is set to drive growth across the laundry category with the relaunch of its Bold 2 in1 portfolio.

 

Bold now incorporates perfume micro capsule (PMC) technology and boasts 12 hours of in-wear freshness.

 

As part of the relaunch, the company says Bold is also unveiling a new scent for its hero blue SKU crystal rain & white lily.

 

This is said to provide a just-washed natural freshness which surrounds the wearer throughout the day. The new PMC technology is designed to diffuse perfume micro capsules through the clothes during the wash which remain intact until worn. Then through touch, movement or heat, the capsules burst, releasing an invigorating waft of scent.

 

To celebrate, P&G is giving retailers the chance to win cases of Bold. There are five prizes of three cases available.