P&G's Swash Targets GenYers

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Procter & Gamble is wading further into the “laundry convenience” category by taking its Tide Swash—a product aimed at consumers trying to put off doing laundry—national this month via e-retailers Amazon and  Drugstore.com.

The move follows P&G’s test market of the products in Columbus, Ohio, and, most recently, Lexington, Ky., last fall. Swash, which carries the tagline, “Swash it out,”  targets both young professionals and college students by providing a way to instantly refresh and remove wrinkles from previously worn pieces of clothing without hitting the laundromat.

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