P&G (NYSE:PG), which owns Downy and Gain and more than half of the $1.3 billion U.S. fabric softener market, is hoping to change that sentiment and reel in millennials – quickly.

A single 20-ounce bottle of Laundry Sauce's fabric softener costs $25, which, according to the label, is only enough for 20 loads of laundry. That's an astonishing $1.25 per wash!

Fabric softener is supposed to reduce friction and wrinkles and prolong the life of your clothing. But there are some downsides to using it. ... and a fabric softener like Downy or Snuggle.

My bottle of Downy fabric softener boasts that it’s “better together” with dryer sheets (Downy brand, of course). I know a lot of people that use one or the other, or neither, but not a ...

P&G's Downy Fabric Softener Introduces New Downy Touch of Comfort Bottle with Portion of Proceeds Helping to Give 10,000 More Quilts to Hospitalized Children in 2010. Downy Celebrates 50th Year by ...

We love this Downy Fabric Softener Liquid from Amazon. Washing your sheets with a softener helps to minimize static cling, particularly in dry climates. You could also try this Gain Fabric ...

Boy band Backstreet Boys offers inspiration while helping to debut Downy Rinse & Refresh liquid fabric rinse. As this spot from Saatchi & Saatchi opens, a woman sniffs a Backstreet Boys T-shirt ...

Nairobi, Kenya: Competition in the fabric softener market has heated up with the introduction of Downy Concentrate by global company Proctor & Gamble (P&G). The launch is part of the company’s ...

As a result, sales of Downy have fallen 26 per cent between 2007 and 2015, pushing the entire US liquid softener category down 15 per cent, according to Euromonitor. During an investor meeting ...

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