Downy partners with MyShape
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 www.downydesigntags.com, the new site is part of an online campaign to support the launch of the 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 directed to a personal shop with fashions from more than 150 designers that “reflect her personal style and fit,” said Linda Freedman, CMO of MyShape.com.
Users who visit the Downy Design Tags Web site answer questions about their measurements and are directed to a MyShape.com 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.