PiNG! Connecting with Your Consumer - Flipbook - Page 138
PiNG!
CHAPTER 5
FABRIC CARE AND MOTHERLY LOVE
The keys to your family’s heart. Fabric care is
Communicating about
motherly love: warm, caring, nurturing. The catego-
Mom’s Love
through
Sensorial Cues
ry is about wanting to provide the best possible care for
our families. This is a huge category with products that
increasingly play on our senses through touch, color and
scent. Regardless of whether she is doing her own laundry
or someone else’s, the consumer shows her love by the
way she cares for clothes. Every category wants to give its
consumers a sense of doing what is best for their families;
the fabric care category provides a rich source of inspiration for communicating this emotional benefit through a
multi-sensorial product experience.
ARE YOU LEVERAGING THE
CONNECTION YOUR CONSUMER
HAS WITH HER CHILDREN
AND FAMILY?
138
