P&G's Tide and Downy partner with Ann Taylor Loft

I was reading an article in PR week about P&G teaming up with Ann Taylor Loft to promote new Tide and Downy total care products. They are putting forth a 60 million dollar marketing effort and 10 million investment in PR to "align its new Tide and Downy total care products with fashion. They decided to partner with Ann Taylor Loft because 65% of their product is washable and the brand carries a similar psychographic. The PR team is working on joining promotions for Tide and Downy and also gained Jorge Ramon, celebrity stylist, as spokesperson. Tide Total Care has also tapped Project Runway star, Tim Gunn, who is also the chief director at Liz Claiborne, to represent the product.
I think this is a great initiative from P&G to partner up with Ann Taylor Loft. Ann Taylor is a well-known, established, successful name and will do P&G well working with them. They are taking the initiative to persuade fashion designers to create washable runway looks, suitable for everyone with a washing machine! I think this will also promote Ann Taylor Loft to business women who don't have time to get their clothes dry-cleaned.