Downy, myShape partner for integrated campaign

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Downy, a Procter & Gamble brand, has launched a new Web site in conjunction with online retailer myShape, www.DownyDesignTags.com, as part of an online campaign to support the launch of P&G's New Downy TotalCare fabric enhancer.

MyShape.com positions itself as a personalized shopping experience for women. A consumer answers questions about her body type and features and is then directed to a personal shop with fashions from over 150 designers that “reflect her personal style and fit,” said Linda Freedman, chief marketing officer for myShape.com.

Users who visit the Downy Design Tags Web site answer basic questions about their measurements and are then directed to a personalized shop, provided by myShape.com.

The partnership with Downy also allows the user to access exclusive tips from celebrity stylist Jorge Ramon, fashions from Ann Taylor Loft and advice on how to care for clothes so they continue to look new over time, features not previously available on myShape.

“We are thrilled to have been chosen by Downy to help deliver a uniquely personalized experience for women on the Web,” said Freedman.

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