Procter & Gamble has 22 brands that pull in more than $1 billion in annual sales, including Pampers, Gillette and Tide. (REUTERS/Mario Anzuoni)
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Marketers at consumer goods giant Unilever are calling it the "chairdrobe" – the heap of lightly worn clothes that often ends up crumpling one's go-to garments.P&G tested a line to woo the wash-weary a decade ago after discovering how common rewearing clothes was.Now, Unilever is having a go with Day 2, an aerosol spray that went on sale online only last week that it says refreshes, reshapes and dewrinkles clothes on the chairdrobe.Denim jeans are by far the garment that is reworn the most, according to Unilever.Laundry leaders P&G, Unilever and Henkel are aiming to save consumers time with premeasured or all-in-one offerings.Unilever's detergent Skip has partnered in Paris with the mobile app Cowash to connect people with neighbors willing to wash and iron their laundry for a fee.Cowash says about 80 percent of its customers have washing machines and wash some of their clothes, but use the service to avoid time-consuming items like shirts that need ironing.Indeed, the project brief Unilever handed down to Olivieri some 10 months ago was to create a product that would give millennials more confidence to rewear worn clothes, since there was nothing on the market that explicitly targeted the issue and addressed smell, wrinkles and shape, the 25-year-old told Reuters.
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