Skip to main content

Limited partners with P&G to promote benefits of Tide, Downy brands


CINCINNATI The Limited is partnering with Procter & Gamble's Tide and Downy brands to show women how they can use Tide and Downy to care for their clothes.

As part of a $60 million dollar marketing campaign to introduce the latest line of Fashion Care Products, Tide and Downy are building on the success of previous retail partnerships and reminding women that they can look fabulous and help keep clothes looking like new with Tide and Downy Total Care. Research has indicated a strong overlap between Tide and Downy's consumers and The Limited's stylish clientele, reinforcing the importance of clothing maintenance and "fashion care."

"The Limited provides modern women with high-quality private-label apparel designed to help the modern woman succeed," said Linda Heasley, CEO of The Limited. "Nearly 80% of The Limited's products are machine washable, allowing clients to keep costs down as they continue to care for their clothes. This partnership with Tide and Downy will give our clients the opportunity to wash their favorite items with innovative Total Care technologies, helping to keep their clothes looking beautiful."

The partnership will take place in over 200 Limited stores across the country. The in-store elements include hang tags, gift with purchase, tissue stickers, and customized signage. This partnership will also exist on both The Limited ( )and Total Care ( )Web sites offering product information and an online gift with purchase.

This ad will auto-close in 10 seconds