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14 Whirlpool Corporation
Isabella Malnati
Activity Manager, Fabric Care
Whirlpool Europe
Five years ago, Whirlpool launched a new-to-the-industry
laundry appliance called the Personal Valet System, which
removes odors and wrinkles. It was an immediate hit at
trade shows and eye-catching on retail floors as a major
home appliance. However, looking to expand the reach of
product benefits to more consumers, a team of Whirlpool
people worked together to create a product that was
portable and less expensive than the Personal Valet System.
As a result, we unveiled the Whirlpool Fabric
Freshener in North America and across Europe during 2005.
Based on insights from the Personal Valet System, the Fabric
Freshener takes up little space and can be stored under a bed
or in a closet. The unit costs a fraction of the Personal Valet
System’s price and saves customers money from dry cleaning
by removing odors and relaxing wrinkles in their clothes
at home. And it has “wow” power, as witnessed during
its global launch with demonstrations at Paris’ Charles de
Gaulle Airport, a fashion show in Moscow, trade shows in
the U.S. and sales-generating infomercials. In addition to
receiving an award for styling from the Industrial Design
Society of America, Fabric Freshener also was featured on
ABC’s Good Morning America and was given a “Good Buy
Award” from Good Housekeeping magazine.
“We took innovation one step further by expanding
the reach of an existing product category. The Fabric
Freshener offers more consumers a convenient way to
reduce dry cleaning visits,” says Laura Hall, Whirlpool’s
manager of new business development, who oversaw the
launch of Fabric Freshener.
People / Process / ProductsA Fresher Idea
We took innovation one step further by expanding the reach of an
existing product category. The Fabric Freshener offers more consumers
a convenient way to reduce dry cleaning visits. — Laura Hall
Laura Hall,
Manager of New Business Development
Whirlpool North America