Washing machines have become a reliable partner of many
Filipino households in doing their laundry as it saves more time than washing
by hand. Yet when it comes to caring for clothes, many women still have trust
issues when it comes to their washing machines. That is the concern that
Electrolux seeks to address as it launches the second season of its FashionCare
Campaign, which seeks to change the way women do their laundry.
Laundry Woes
To find out more about women’s laundry woes,
Electrolux Philippines conducted a research in partnership with Mommy Mundo,
one of the country’s leading mom communities. When asked about what fabrics
they were afraid to wash using their washing machine, 67% of the respondent
moms say that they are afraid to machine wash their silk clothing, followed by
delicate wear (52%), cashmere clothing (40%), and wool clothing (39%).
Among the top reasons why women hesitate to put
their clothes in washing machines are more than half of them or 58% think it
might ruin the clothes, while some think that machine wash can cause fabric
shrinkage (17%) or fading of colors (4%).
When it comes to doing laundry, moms worry about
more than just cleaning. Among their top 3 laundry concerns are pilling of
clothes or what we call himulmol,
stubborn stains and misshaping of clothes - two of them are related to caring
for the fabric. Fabric care remains one of the unfulfilled needs of moms as 77%
of these women look for fabric care features when they buy washing machines.
The
FashionCare Challenge
With women’s laundry concerns in mind, Electrolux created
the UltimateCare line of washing machines and dryers, designed to help women
care for their clothes.
At the FashionCare Season 2 Launch Party, Electrolux
Philippines FashionCare Ambassador Rajo Laurel and FashionCare Council Members
Amina Aranaz-Alunan and Janice Villanueva put the UltimateCare washer-dryer to
the test.
Renowned fashion designer and Electrolux
FashionCare Ambassador Rajo Laurel challenged Electrolux to wash one of his
designer pieces.
“My passion for clothes extends to how I take care
of them. Doing your laundry is more than just about making your clothes clean.
It’s making sure that your clothes look better, newer, longer,” shared Rajo
during the event.
Meanwhile Amina Aranaz-Alunan, founder, executive
director and teacher of SoFA Design Institute, and Creative Director of fashion
accessories and bag label ARANÁZ,
put in a silk scarf, saying that she normally wouldn’t wash silk tops, scarves,
knitted items and sweaters in the wash as they “might break, have holes or
snag.”
Janice Villlanueva, successful mompreneur and
founder of Mommy Mundo, likewise shared the same apprehensions.
“For items like formal wear, underwear, and knits,
I’m always afraid to put it in the wash because it can damage the fabric and it
will fade or get deformed,” Villanueva said. “Especially if the bras have
underwire, or for formal clothes, it might shrink, or for knitwear, it might
stretch out of shape.”
Designed to care for clothes
Electrolux is confident that its latest line of
washing machines would rise to the challenge as its UltimateCare washing
machines comes with UltraMix™ technology to help moms not
only get better stain removal but better fabric care, helping them retain the
color, shape, and softness of their clothes from delicate wear to designer
pieces.
The UltraMix™ technology gives women the results of a hot wash for better
stain and dirt removal, yet uses a lower, gentler temperature. Detergent and
water are pre-mixed in a special chamber before the beginning of the cycle to
maximize cleaning power at a lower temperature. It delivers
deeper clean and 31% better colour care, to ensure your favorites
look newer for longer
Besides the powerful yet gentle cleaning of
UltraMix™, Electrolux
UltimateCare washing machines extend the life of clothes with Vapour Action,
designed to soften fabric while reducing allergens by up to 99.9% that’s gives women
the assurance of better care for your clothes for years to come. The Woolmark
certified cycle approved by the Woolmark Company, the global authority on wool,
will safely launder these precious garments.
Electrolux UltimateCare washing machines also
has Eco Inverter technology that offers high energy efficiency that reduces
energy consumption by 75% and save time by 44%. Women can also enjoy the
flexibility and convenience to toss in forgotten items during the washing cycle
with add clothes feature.
“As a mom, I understand that many women still
prefer to handwash certain items of clothing but we at Electrolux want to share
that now, there is a washing machine that cares for your clothes and your
family’s clothes as much as you do,” shared Andrea Pionilla, Country Marketing
Manager of Electrolux. “With the FashionCare Campaign, Electrolux wants to
introduce a better way of taking care of our machine wash-sensitive clothes.
With the Electrolux UltimateCare washing machines and dryers, you not only get
cleaning but fabric care that makes clothes look newer for longer.”
In line with its FashionCare campaign, Electrolux is offering several great
deals on its washing machines, with offers up to 25% off on selected front load
washing machines and washer dryers. Women
can also avail of selected Electrolux Front Load Washing Machines and get
25% off on an Electrolux Front Load Dryer. Also included is a free stacking kit
and installation valued at PhP 3,049 with this fantastic bundle deal. Promo
period runs from July 1 to September 30, 2018.
To
learn more how Electrolux can help keep favourites clothes looking new for
longer, vist at bit.ly/ElectroluxFashionCare and follow @ElectroluxPhilippines
on Facebook and Instagram or @ElectroluxPH on Twitter.
Per DTI-FTEB
Permit No. 7072 Series of 2018
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Electrolux shapes living for the better by reinventing taste,
care and wellbeing experiences, making life more enjoyable and sustainable
for millions of people. As a leading global appliance company, we place the
consumer at the heart of everything we do. Through our brands, including
Electrolux, AEG, Anova, Frigidaire, Westinghouse and Zanussi, we sell more
than 60 million household and professional products in more than 150 markets
every year. In 2017 Electrolux had sales of SEK 122 billion and employed 56,000
people around the world. For more information go to www.electroluxgroup.com.ph
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