Downy partners with MyShape

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Personalized shopping is a key aspect of the new campaign
Personalized shopping is a key aspect of the new campaign

Procter & Gamble's Downy brand has launched a new Web site in conjunction with online retailer MyShape.

Located at, the new site is part of an online campaign to support the launch of the new Downy TotalCare fabric enhancer. positions itself as a per­sonalized shopping experience for women. A consumer answers questions about her body type and features and is directed to a personal shop with fashions from more than 150 designers that “reflect her per­sonal style and fit,” said Linda Freedman, CMO of

Users who visit the Downy Design Tags Web site answer questions about their measurements and are directed to a personalized shop Freedman said the partnership is part of MyShape's efforts to engage in more integrated online marketing.

The e-commerce site also offers cus­tomers free shipping and free returns as incentives to purchase.

“We are really trying to provide the full experience for women to have their own personal shop,” she said. “We want them to discover the style and range of colors that will best flatter them.”

The partnership with Downy also allows users to access exclu­sive tips from celeb­rity stylist Jorge Ramón, fashions from Ann Taylor Loft and advice on how to care for clothes so they continue to look new over time — features that were not previ­ously available on MyShape.

Consumers can also view a personalized “Look Book” that pulls the latest fashions and best looks for her shape. “These are features that we really think women who visit the site will enjoy,” Friedman said.

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