‘Wash it Better, Love it Longer’, Lenor challenges fashion enthusiasts to #30wears

At the Copenhagen Fashion Summit, Lenor encouraged fashion enthusiasts to ‘Wash it Better, Love it Longer’ by announcing a #30wears challenge Call to Action. By adopting better laundry practices such as the Long Live Fashion Formula – cold and quick cycles, using quality detergent and fabric conditioner – we can extend the life of our clothes by up to four times, reducing the environmental impact associated with purchasing new garments, and keeping them out of landfill, as well as saving money by buying less new clothing. Specially commissioned research from…

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P&G Claim Ariel & Lenor’s ‘Long Live Fashion Formula’ Quadruples Life of Clothes

An announcement from Procter & Gamble’s leading brands, Ariel and Lenor, have claimed its ‘Long Live Fashion Formula’ could extend the life of clothes by four times, keeping them looking new for longer. By switching from a powder to liquid or single-unit-dose format like Ariel pods, adding a Fabric Conditioner, such as Lenor, and washing on a cold and quick cycle, consumers can quadruple the life of their clothes. Extending the life of one in five garments in Europe by just 10% per year would save enough carbon to power…

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