Swash (brand)

Swash was a brand of laundry products manufactured by Procter & Gamble and sold in the United States.
Range of products (2007-09)
A range of products was introduced under the name "Swash" in 2007, comprising previously-existing P&G products with new branding, and aimed at the student market. Its component products included a spray to remove odors, a stain-erasing pen, a spray to remove wrinkles, and a cloth which removes wrinkles and odors when placed in a dryer with clothes.
A test store was opened in September 2007 near Ohio State University. The test was then expanded to cover Lexington, Kentucky. In December 2009 Swash was unveiled and made available exclusively online. As of 2014 some of the original Swash products are sold under the Tide brand.
Appliance (2014)
In July 2014 Swash was re-launched in conjunction with the Whirlpool Corporation as a high-end appliance aimed at professionals with a suggested retail price of $499. Whirlpool had previously introduced two similar products: Personal Valet, which launched in 2001 and sold for around $1000, and Fabric Freshener, which sold for $250 in 2005; while P&G launched Dryel, an at-home dry-cleaning kit, in 1999. Neither was a success.
The appliance was marketed through installations at Delta Air Lines airport lounges. After losing the case P&G purchased the domain name from Marchex. In 2013 attorney John Berryhill suggested that P&G did not intend to use the swash.com domain to market its existing range, as it had said, but rather a new product described in a 2011 trademark application as "An appliance for domestic use in the nature of a garment steamer for the purpose of removing wrinkles and odors from clothing and linen". Berryhill's theory was shown to be accurate after swash.com went live in June 2014.

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