Electrolux seeks to address Filipino trust issues when it comes to using washing machines for their laundry needs. Hence, it launched the second season of its FashionCare Campaign last August 30, 2018 with Rajo Laurel as brand ambassado. Electrolux FashionCare 2018 seeks to change the way women do their laundry.
Based on a research conducted by Electrolux Philippines in partnership with Mommy Mundo, laundry woes triggers Filipino household to prefer washing by hand. 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, Renowned fashion designer and Electrolux Philippines FashionCare Ambassador Rajo Laurel Joined FashionCare Council Members Amina Aranaz-Alunan and Janice Villanueva in putting the UltimateCare washer-dryer to the test.
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.
“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.”
Promo period runs from July 1 to September 30, 2018