Cleaning up with an appeal to fashion

03/11/2009 | Wall Street Journal (free content), The

Campaigns by laundry brands like Reckitt Benckiser's Woolite and Procter & Gamble's Tide Total Care are working to convince the fashion-conscious that quality detergent makes its own fashion statement. Woolite is using Stacy London of "What Not to Wear" in ads, while Tim Gunn of "Project Runway" touts Tide Total Care.

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Wall Street Journal (free content), The

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