The world’s leading Fabric Care company reveals how human psychology and cognitive behavioural analysis is helping to fuel its product innovation.
P&G Fabric Care - whose global brands include Ariel, Tide, Dash, Downy and Lenor - is applying cognitive science to understand why people fall out of love with their wardrobe, leading to many of us only using 20 percent of our wardrobe, 80 percent of the time. P&G will utilise this knowledge to create products that can help to unleash and prolong the longevity and beauty of clothes people love. In fact, a recent survey conducted on behalf of P&G, revealed that 84 percent of women would like to reinvigorate the clothes inside of their wardrobe.
P&G’s latest research reveals that people are affected by multi-sensory influences even more than they realize, and at some point they stop wearing clothes because they lose the multi-sensorial properties that originally drew them in – their specific look, feel and handle. These cognitive – but for the most part unconscious -responses our brain makes to the sensorial properties of fabrics can mean that a garment is relegated to the back of the wardrobe and not worn again. Combining this cognitive knowledge of our multi-sensory brains with an unrivalled expertise in the science of the beauty and care of clothes, P&G Fibre Scientists have been exploring fabric care innovations to help maintain the desirable sensorial attributes of clothes, so we can wear and love them for longer.
The link between the senses and fashion choices isn’t new but what is, is the explosion of sensorial fabrics seen on catwalks and in mainstream fashion retailers. As sensorial fabrics become an even bigger part of consumers’ wardrobes, P&G has identified a need to respond; taking its 3-Step Fibre Science approach – to Clean, Protect and Enhance the clothes that people love –and applying it to benefit the multi-sensorial fabric properties that influence people’s relationship with their clothes.
“It is P&G Fabric Care’s belief that people are increasingly looking to the clothing industry, as well as fabric care experts, to make fashion more accessible and easier to clean and care for. This is why we’ve been working with fashion designer Giles Deacon and respected fabric trends forecaster Première Vision, to forge a link between fabric care and fashion so we can develop products that respond to macro trends in the fashion and fabric industry. At the same time, we’ve also been working with the leading cognitive science professor, Dr Lawrence Rosenblum, to better understand how people’s perception and relationship with their clothes is unconsciously influenced by the multi-sensory properties of fabrics. This knowledge is at the very heart of our latest innovations to help us reinvigorate and lengthen the relationship consumers can have with their favourite garments.”
Commented Vice President of P&G Fabric Care Europe, Robert van Pappelendam
“Fabrics can evoke a range of sensations and perceptions affecting our memories, mood and even self-esteem. Human perception not only plays a part in the clothing we choose to buy, but if we still select it from our wardrobe twelve months on, we may change how we feel towards the fabric due to multi-sensorial influences. It’s fascinating to be involved in P&G Fabric Care’s response to this challenge.” Dr. Lawrence Rosenblum, cognitive psychologist comments.
P&G Fabric Care Global Fashion Consultant Giles Deacon then says:
“For me, designing clothes is not simply about creating an impact on a catwalk; I want my designs to be clothes that people love, feel good wearing and also last, which is why the 3-Step Fibre Science innovation led by P&G is so important. Knowing that fabrics can receive the quality of care they need to keep their shape, colour and texture is critical. P&G’s constant innovations in Fabric Care inspired my first ever machine washable designs amongst my AW14 London Fashion Week collection and the exclusive range I’ve created for Ariel and Lenor that will be unveiled this November.”