Friday, December 11, 2015

Clothes Are More than What We Wear

Clothes Are More than What We Wear

Today’s fashion is experiencing a strong desire for all-day comfort and functionality that springs from a new focus that people have for their emotional and physical wellbeing. This new athleisure trend has provoked an array of clothing styles, fabrics, colours and print which give unprecedented “stretch” to fabrics. But why do we demand more and more clothes that bring together comfort and style, heavily drawing on inspiration from active-wear?

To better understand the relationship between the wearer and their clothes, Ariel has embarked on a series of studies with leading Cognitive Psychologist, Dr Lawrence Rosenblum of the University of California Riverside to delve deeper into the phenomenon of “Enclothed Cognition”. This term describes the subconscious effects of our clothes on the way we perceive ourselves, the way we think, our moods and behaviour.

Existing research shows that people perform better when they are wearing clothes that are associated with the important aspects of the task they are performing. In addition, early experiments suggest that the cognitive performance is improved when wearing clean, comfortable clothing. So, clean and comfortable clothes really matter when it comes to well-being and performance. We are what we wear.

Because clothes play such an important role, keeping clothes clean and looking like new for longer is critical and this demands products that not just remove stains but also help maintain the look and feel of fabrics. Helping them retain their features wash after wash, wear after wear.
That’s why [New*] Ariel goes beyond just stain removal to truly care for your clothes by helping to maintain their style, comfort and performance. Because clothes today are no longer one-dimensional fabrics. Modern wardrobes, like modern lifestyles, are increasingly dynamic.

With 3-Step FibreSCIENCE Ariel cleans, protects and enhances clothes, going beyond stain removal to take care of your clothes.
Cleans brilliantly. It provides outstanding stain removal, purifying fabric fibers to remove all traces of stains, both visible and invisible
Protects fabric fibres from soil re-deposition and build-up of the grey veil thanks to its “Advanced Protect Technologies.” 
Enhances fabric fibers with the wonderful Ariel smell of clean

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

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