Last March 8th and in time for the celebration of International Women’s Day, Downy – the leading global fabric softener, and Former Ms. Universe Pia Wurtzbach, along with other leading ladies across Southeast Asia, launched its new and upgraded Downy Parfum Collection.
This innovation from consumer products company Procter & Gamble (P&G) offers long-lasting perfume for fabric that lasts longer than expensive fine fragrances, created for women who #NeverFade. The bold launch mounted an ambitious multi-country gala event across Malaysia, Singapore, Thailand, Vietnam, and the Philippines, encouraging empowered women to inspire more women across the region on International Women’s Day.
The regional campaign was led by the Philippines own, Ms. Universe 2015 Pia Alonzo Wurtzbach, along with other leading ladies across Southeast Asia: Malaysian actress, model, and TV host Scha Alyahya, actress, and model Araya “Chompoo” Hargate of Thailand, and Ms. Vietnam 2012 Dang Thu Thao. Together with Downy, these ladies seek to inspire more women in Southeast Asia to #NeverFade.
Known for being confidently beautiful with a heart, Pia Wurtzbach believes that women #NeverFade if they fight and work hard in pursuit of their dreams and goals.
“‘Never settle when you can dream bigger’ is a saying I’ve always lived by. I tried three times for Binibining Pilipinas, and faced so many rejections, but I refused to let anyone bring me down. Looking back at those times, I’m glad I persisted and refused to give up. The path has not always been easy but I’ve always believed that we should work hard for our dreams and just keep on moving forward. I’m proud to join Downy in their endeavor to empower more women across Southeast Asia to #NeverFade,” Wurtzbach said.
Designed to match the varying personalities and characteristics of the Southeast Asian woman, the new Downy Parfum Collection features an upgraded formula of its flagship sophisticated scents: Mystique, Passion, Romance, and Fusion, as well as the new, opulently aromatic Daring scent.
“All scents in the new collection have been upgraded to feature the highest-ever intensity of premium perfume oils and the best dual perfume capsules technology in Downy’s history in Asia,” said Cedric Legoff, country marketing leader for Downy Philippines.
“This new formula enhances the scent character and longevity of the fragrances to ensure long-lasting freshness which is released by simply rubbing the fabric. Together, the concentrated premium perfume oils and perfume capsules provide your clothes a long-lasting refreshing scent that lasts even longer than expensive fine fragrances,’’ added Legoff.
The Philippine leg of the Downy’s #NeverFade campaign launch was graced by female personalities who joined in celebrating the story of women who have made a great impact in their own fields and remained relevant by refusing to fade away from the limelight.
Advocate for Climate Change, known TV host, and now a young mom, Bianca Gonazalez-Intal is proof that it is a choice to do your best in achieving your dreams as well as your many roles in life so you never fade – “I just want to keep growing to always matter—and never fade—to my husband, daughter, family, friends, and work,” Bianca said.
Artist and World Food Program ambassador, KC Concepcion meanwhile embodies the never fade spirit by her grace and strength to remain true to herself despite whatever controversies she went through in the public eye. Despite being born to famous parents, KC is proud to have made her own name and stood for who she is in a business that can so easily change and control you.
The Philippine Commission on Women (PCW) meanwhile epitomizes what it means to fight for Filipina’s rights since its formation in the 80’s. A steadfast partner in celebrating women, Downy is proud to support their 2017 Women’s Month theme of “We make change work for women”, and honor Emmeline Verzosa, executive director of PCW, as one of the #NeverFade Filipinas.
Louie Morante, regional brand communications for P&G Asia Fabric Care said, “The Downy woman is confidently beautiful inside and out. We celebrate her never fading spirit and timeless beauty on the occasion of International Women’s Day. We take inspiration from her as we launch our new and upgraded Downy Parfum Collection with long-lasting fragrance for fabric that lasts even longer than expensive fine fragrances.”
“We are proud and honoured to celebrate the stories of Pia, Bianca, KC, and Emmeline who are true embodiments of the essence of #NeverFade. Together, we aim to inspire and encourage more women to be relentless in pursuing their dreams and ambitions in life,” Morante added.
The new Downy Parfum Collection is now available at all leading department stores and supermarkets nationwide. Follow the conversations at www.facebook.com/DownyPhilippines or at #Downy #NeverFade.