Downy Debuts Pop-Ups Spotlighting Luxury Laundry Scents

Procter & Gamble's Downy brand has launched a summer pop-up experience introducing shoppers to its new nature-inspired Boutique Botanicals Collection alongside its Unstopables Unlimited Collection. 

Dubbed the Downy Fine Fragrance House, the first immersive pop-up is running July 30-Aug. 31 at a Walmart store in North Charleston, South Carolina. The second location, opening Aug. 8-23 in Mason, Ohio, will offer consumers the same experience, highlighting the brand’s perfumers and their luxury-inspired fabric fragrances. 

Visitors can engage with the fragrances by squeezing and sniffing the scent bead bottles.

The pop-ups will also offer opportunities for visitors to take photos to share on social media and enter to win Downy Fine Fragrance House giveaways. 

"We are thrilled to invite consumers inside the world of our in-house perfumery to experience Downy’s scents that luxe up laundry,” Benjamin Sattler, vice president of North America Downy, said in a company release. "We’ve brought high-end fragrances to laundry at affordable price points, as we believe our scent collections should be worn on any clothing, and by anyone. Through the Downy Fine Fragrance House experiences, we’re proud to spotlight the perfumers behind these long-lasting, luxury scents.”

The Boutique Botanicals Collection, featuring the Citrea, Peonia and Folia scents, and the Unstopables Unlimited Collection, featuring scents No. 26, No. 06, No. 24 and No. 15, are available nationwide. 

Consumers can also follow updates about the Downy Fine Fragrance House on the brand's website and the Downy and Unstopables Instagram accounts using #LuxeUpLaundry. 

The activations are located on Centre Pointe Drive in North Charleston, South Carolina, and at Booth No. 7 in The Pavilion at the Lindner Family Tennis Center during the Cincinnati Open in Mason, Ohio.