Clorox Enters Brand Fray at Fashion Week

Sets up a digitally-connected booth to tout new bleach


New York Fashion Week is in full swing but among the hoards of glitzy brands showing off new lines for fall, you may be surprised to find Clorox.

The brand is making its debut at the event this weekend with a digital activation to promote a new line of bleach products called Smart Seek Bleach. Tomorrow, Clorox will launch a digital booth near Lincoln Center in New York—Fashion Week's main hub. The booth will have TV screens that play branded videos and a space to shoot short videos.

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