Procter & Gamble is extending its Downy Simple Pleasures brand with a new line of "fabric enhancers" marketed under the Radiance Collection subbrand. The three scents in the line are formulated with assistance from perfume houses and delivered through a proprietary technology that deposits microscopic capsules of perfume onto fabrics during the wash/rinse cycles.

These benefits deliver pampered luxury to consumers, and P&G opted for a cosmetics-like bottle design to reflect the brand essence. The PET bottle includes a rippling swath that encircles the body and neck, creating a silken fabric effect. Metallic bottle finishes of lavender, teal, and rose distinguish the three scent varieties. Each bottle contains a two-piece metallic-gold, screw-on polypropylene pour spout and dispensing cap.

The clear, heat-transfer label includes abstract design elements resembling henna tattoo artwork that "create intrigue and invite consumers to experience the amazing breadth of scents," says Arun Kori, Downy Simple Pleasures Brand Manager.