Electrolux Timeless Style: The FashionCare Season 2 Launch

Electrolux recently launches its FashionCare Campaign. Now on its second season, Electrolux seeks to address some women’s trust issues when it comes to using washing machines when laundrying their clothes. Well, I’m honestly one of those moms who have laundry woes as there are certain fabrics that need more TLC and are easily damaged when washed on washing machines.

Electrolux Philippines conducted a research in partnership with Mommy Mundo, one of the country’s leading mom communities spearheaded by Ms. Janice Villanueva to find out more about women’s laundry woes. When asked about what fabrics they were afraid to wash using their washing machine, 67% of the respondents say that they are afraid to machine wash their silk clothing, followed by delicate wear (52%), cashmere (40%), and wool (39%).

Among the top reasons why women hesitate to put their clothes in washing machines are more than half of them (58%) think it might ruin the clothes, while some think that machine wash can cause fabric shrinkage (17%) or fading of colours (4%).

Women worry about more than just cleaning, when it comes to doing laundry. Fabric care remains one of the unfulfilled needs of women as 77% of them look for fabric care features when they buy washing machines, and among their top 3 laundry concerns are pilling of clothes or what we call himulmol, stubborn stains and misshaping of clothes – two of which are related to caring for the fabric.

The FashionCare Challenge

With women’s laundry concerns in mind, Electrolux created the UltimateCare™ range of washing machines, designed to help women care for their clothes.

Amina Aranaz-Alunan prepares to wash her silk scarf in the Electrolux UltimateCare washer-dryer.
Janice Villanueva explains how to use the Electrolux UltimateCare™ washer dryer to wash wool clothing.
Rajo Laurel loads his RTW dress creation onto the Electrolux UltimateCare™ washer dryer.

At the FashionCare Season 2 Premiere Party, Electrolux Philippines FashionCare Ambassador Rajo Laurel and FashionCare Council Members Amina Aranaz-Alunan and Janice Villanueva put the UltimateCare™ washer dryer to the test as they challenged Electrolux to wash their designer dress, silk scarf and wool jacket, respectively.

The FashionCare Council themselves demonstrated how to use Electrolux UltimateCare washer-dryers, proving how easy and convenient they are to use, and how effective they are in keeping your clothes clean, fresh and vibrant.

Amina Aranaz-Alunan, founder, executive director and teacher of SoFA Design Institute, and Creative Director of fashion accessories and bag label ARANÁZ, was pleased to find that her silk scarf was just as colourful after washing as when she bought it. “I could keep using this over and over again thanks to Electrolux’s UltimateCare™ washer dryer which has features that care for delicate pieces and keeps them looking new and vibrant,” shared Amina during the event.

Meanwhile, Janice Villlanueva, successful mompreneur and founder of Mommy Mundo, was initially apprehensive about ruining her wool jacket, but found it undamaged and soft to the touch after the washing and drying was finished. “I used to hand wash wool sweaters like this one because I was afraid it would get stretched out of shape. So I’m excited that the Electrolux’s UltimateCare™ washer dryer can safely wash woollen items and make sure they look their best,” Janice said.

Rajo Laurel, renowned fashion designer and Electrolux FashionCare Ambassador, was sure that his designer dress would come out of the wash unscathed. “I know that Electrolux understands how important our clothes are to us, and I’m grateful for it. I feel safe knowing that my clothes are in good hands with Electrolux’s UltimateCare™ washing machines,” shared Rajo.

Electrolux is confident that its latest range of washing machines would rise to the challenge as its UltimateCare™ washing machines comes with UltraMix™ technology to help women not only get better stain removal but better fabric care, helping them retain the colour, shape, and softness of their clothes from delicate wear to designer pieces.

The UltraMix™ technology gives women the results of a hot wash for better stain and dirt removal, yet uses a lower, gentler temperature. Detergent and water are pre-mixed in a special chamber before the beginning of the cycle to maximize cleaning power at a lower temperature. It delivers deeper clean and 31% better colour care, to ensure your favorites look newer for longer

Besides the powerful yet gentle cleaning of UltraMix™, Electrolux UltimateCare™ washing machines extend the life of clothes with Vapour Action, designed to soften fabric while reducing allergens by up to 99.9% that’s gives women the assurance of better care for your clothes for years to come. The Woolmark certified cycle approved by the Woolmark Company, the global authority on wool, will safely launder these precious garments.

Electrolux UltimateCare™ washing machines also has Eco Inverter technology that offers high energy efficiency that reduces energy consumption by 75% and save time by 44%. Women can also enjoy the flexibility and convenience to toss in forgotten items during the washing cycle with add clothes feature.

“For today’s modern woman, clothes are a way of expressing herself, which is why she doesn’t trust washing machines with her priceless pieces of clothing. But we at Electrolux want to share that now, there is a washing machine that cares for your clothes as much as you do,” shared Andrea Soto-Pionilla, Country Marketing Manager of Electrolux. “With the FashionCare Campaign, Electrolux wants to introduce a better way of taking care of our machine wash-sensitive clothes. With the Electrolux UltimateCare™ washing machines, you not only get cleaning, but fabric care that makes clothes look newer for longer.”

In line with its FashionCare campaign, Electrolux is offering several great deals on its washing machines, with offers up to 25% off on selected front load washing machines and washer- dryers.  Women can also avail of selected Electrolux Front Load Washing Machines and get 25% off on an Electrolux Front Load Dryer. Also included is a free stacking kit and installation valued at PhP 3,049 with this fantastic bundle deal. Promo period runs from July 1 to September 30, 2018.

Thank you so much to the Fashion Counicil – Mr. Rajo Laurel, Ms. Janice Villanuev and Ms. Amina Aranaz and Electrolux for choosing me! Dress: Ms Selfrige Sandals: Primadonna

Oh, by the way, I won in their OOTD contest during the event. They asked us to come in our timeless style and this was what I came up with. I always go for white because it’s clean and crisp.

To learn more how Electrolux can help keep favourites clothes looking new for longer, vist at bit.ly/ElectroluxFashionCare and follow @ElectroluxPhilippines on Facebook and Instagram.


Per DTI-FTEB Permit No. 7072 Series of 2018







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