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.”
