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Kash Shaikh remembers the moment he and a group of colleagues presented Robert Luzzi, the chief marketing officer of Ann Taylor Stores, with what they hoped was fashion in a bottle—except, of course, it wasn’t. Or not quite.
Luzzi looked at the orange bottle and said, “Guys, what you’ve got there is still laundry,” recalls Shaikh, who oversees influencer marketing for Procter & Gamble’s Tide. That bottle, Tide Total Care, was the detergent brand’s first foray into the world of washable fashion.
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