New Spin on Laundry

A colleague points us to an article in the Columbus Dispatch:

Procter & Gamble's new spin on laundry Is Swash a college student's dream: No more laundry, ever?

Swash employee Leslie Shumaker demonstrates to fellow Ohio State senior Ben Shinabery how Smooth It Out removes wrinkles from clothing. The store on N. High Street sells five laundry products aimed at college students.

The campus Swash store, open since September, features some brash, college-friendly marketing to Ohio State students.

There's a theme behind the line of laundry products sold at a new store near Ohio State University: anti-laundry. At least that's what it seems like at Swash, the one-and-only test store for a new Procter & Gamble brand of the same name.

Of the store's five products designed to get stains, wrinkles and odors out of clothing, only one requires that the piece of clothing spend time in a laundry machine. That product -- a damp, scented cloth -- needs 10 minutes in a dryer to steam out all of the aforementioned clothing mishaps. It's use-and-go for the rest of the Swash products -- an anti-odor spray, a de-wrinkle spray, a stain-removal pen and a lint roller ... "