P&G's new laundry line makes fashion pitch (AP)

THE PRODUCTS: Procter & Gamble Co.'s new Tide detergent and Downy fabric softener "Total Care" line is hitting store shelves this month.

THE PITCH: P&G says the new laundry products draw on technology from its beauty care division to help clothes keep their new look, shape and color longer through repeated washing.

MAKE IT WORK: Reality TV fashion mentor Tim Gunn offers tips on a Tide Web site, and a $60 million marketing campaign also will include a tie-in with clothing chain Ann Taylor's Loft stores and advertising in such magazines as Elle, Vogue and Cosmopolitan.

Procter & Gamble ties laundry to fashion (AP)

CINCINNATI - The Procter & Gamble Co. is linking laundry to fashion in what's billed as the biggest product launch yet for its venerable Tide brand.

Fashion mentor Tim Gunn of reality TV's "Project Runway" is among those involved in marketing the new "Total Care" products that P&G says draw on technology from its beauty products to let clothes keep their shape, color and new look longer through repeated washing.

The $60 million marketing campaign for the Tide detergent and Downy fabric softener products includes a tie-in with Ann Taylor Stores Corp.'s Loft unit and ads in such magazines as Elle, Vogue and Cosmopolitan, said spokesman Kash Shaikh.

It's an example of how P&G is banking on big-brand innovations to overcome a tradedown-minded U.S. consumer economy, and the company is promoting the line as a budget help because clothes can be worn more often and dry-cleaning bills reduced.

"We are trying to drive some value -- clothes, in simple terms, look good longer," said Alex Tosolini, a vice president for Fabric Care.

It's sort of an anti-aging line for clothes, using ingredients derived from Pantene hair products and Olay skin care, among others, the Cincinnati-based consumer goods company says.

Helping open the campaign is a Tide Web site featuring Gunn of Bravo's "Project Runway" and "Tim Gunn's Guide to Style" shows. He offers tips in online videos and will be in other ads, as will such fashion advisers as Jorge Ramon, June Ambrose and Charla Krupp, said Shaikh.

In September, promotions including samples will begin in Loft stores across the country.

Julie Smart, who handles most laundry duty for a family of six in Jacksonville, Fla., said she's intrigued after seeing online promotions for Tide Total Care. She uses Unilever's All Free Clear but plans to test the new Tide product's claims of maintaining clothes' appearance while reducing the need for dry cleaning.

"It makes sense," she said. "Then you use less time shopping, less time driving, less aggravation. Overall, you would spend less money."

P&G officials have said offering new versions of major brands will help offset tendencies by consumers to look at lower-priced private label brands and other competitors.

Tide, a brand more than six decades old with annual sales of some $3.3 billion, this month also rolled out a smaller, lipstick-sized version of its Tide to Go carry-along stain remover. In another example, Crest toothpaste is ready to launch in September a "weekly clean" paste that's meant to offer a dentist's office-clean feel.

P&G shares fell $1.48, or 2.1 percent, to $70.13 Monday. They've traded from $60.05 to $75.18 in the past year.

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On the Net:

http://www.pg.com

Tide fashion site: http://www.dresstothesevens.com

Mad for Mascara: Latest and Greatest (Fashion Wire Daily)

New York - Judging by the sheer number of high-tech mascaras currently on the market, the days of buying any random mascara in "black" and applying two coats are numbered, if not already gone.

Besides new and improved lightweight formulas, which make clumpy lashes a thing of the past and new brush styles that promise to comb and coat each and every lash, the latest must-have mascaras take both those standard features one step further by giving the mascara wand its own motor. In July, Estee Lauder introduced TurboLash ($30) with a vibrating brush that promises to thicken, lengthen and curl lashes (including the "lashes you didnt even know you had," says Estee Lauders Web site) better than any manually applied mascara ever could.

Lancome, who planned to launch their own battery-powered vibrating mascara, Oscillation ($34) this fall, ended up releasing a few thousand units in advance of that following TurboLashs launch this summer. It immediately sold out – as did TurboLash. Both Oscillation and TurboLash will be available again in the fall, just in time for achieving the coming seasons smoky eye look.

If you cant wait that long for lustrous lashes, there are plenty of other options. One of the most popular mascara trends right now is protein-based mascara that creates a "tube" around each lash, which not only makes lashes thicker, and builds up lash length with each coat, but it also stays put until washed off with warm water.

Celebrity makeup artist Craig Jessup praised Kevyn Aucoin Volume mascara ($25)—a tube-style formula—for this smudge-free quality. "It doesnt dissolve into panda eyes," he said. "One time I was doing a wedding and had just finished the brides makeup when she got an upsetting call from a family member, moments before she was to walk down the aisle. She hung up the phone, grabbed a handful of tissues and proceeded to projectile-tear into them. I was sure she would remove the tissues and expose a beauty crime-scene: Running mascara, smeared eyeliner, matted brows, and eyeshadow removed in patches from all the saline. The room was silent. Everyone was holding their breath waiting for the reveal. When she brought the tissues down from her eyes, not only was every stitch of makeup in place, it all looked better than before! It was blended more thoroughly than any finger or brush could ever achieve."

If smear-prevention is less of a priority, Jessup also recommends the popular Great Lash mascara by Maybelline ($4.49) in Blackest Black, but his tip is to "age" the mascara—buy it, but then wait for two or three weeks after opening it to let it dry out a bit.

Too Faceds new Lash Injection Pinpoint ($19.50) uses 3D polymers to build waterproof tubes around each lash. While its brush doesnt look particularly fancy at first glance, dont let that fool you. A fine point micro brush combined with a lightweight, yet effective, lash building formula creates a false eyelash effect—even more so if you create your own version of an oscillating wand the old-fashioned way, by rapidly moving the wand back and forth across lashes.

Speaking of false eyelashes, Japanese cosmetic company Imjus big selling point for the much-hyped Fiberwig ($22) mascara is that it is "Paint-On False Eyelashes." Well, not quite. While its long, thick brush certainly gives the impression that it will accordingly create long, thick faux-looking lashes, after three or four coats, eyelashes were nowhere near the obvious thickness of a good pair of falsies, Instead, they looked remarkably natural with nary a clump in sight. Not necessarily a bad thing.

And finally, the award for a mascara wand that most resembles a medieval torture device goes to Givenchys new Phenomeneyes ($27), with its spherical, spiky wand. The unusual shape makes it easier to reach those elusive outer lashes, that is, if you can get over the fear that you might accidentally poke yourself in the eye by misjudging your aim. The round wand also makes it more difficult to evenly coat lashes, leading to over-coating—as in the clumpy lashes that your grandmother used to have. The formula is also quite heavy and in effect, very sticky. Recommended only for the most scrupulous mascara scholars who are willing to take some time to learn how to best use the unconventional wand for their lashes.

Armani designs villas at $1.8 billion Egyptian resort (Reuters)

MILAN (Reuters Life!) - Giorgio Armani will design his first villas for a 1.85 billion gated community development in Egypt that is just two hours drive from Cairo, the Italian fashion designer said on Wednesday.

Emaar Properties is building the 9.9 billion Egyptian pounds (1.8 billion) gated community at Sidi Abdel Rahman Bay, on 1,544 acres of what Armani described in a statement as "the best stretch of beach on the north coast" of Egypt.

The villas will be up to 500 square meters in size and with up to four bedrooms, each with its own pool.

Armani, best known for his classic, flowing clothing lines and penchant for black, said the villa designs would be "taking the Live with Armani philosophy to Egypt."

Armani, along with several other designers such as fellow Italian Versace, is branching out of clothing into areas such as interior design and home furnishings as they attempt to maximize the value of their brands across continents and class.

The villas architecture will be "based on the functionality and aesthetics of volume, light and surface."

All the villas will feature automated security systems, temperature and drapery control, lighting and air-conditioning.

Armani said he used "elements that capture the serenity and calm of beach-front living" in the designs.

The 6.5 million square meter gated community includes a beach resort, marina, golf course and hotels.

Armani has already designed a hotel in Emaars Burj Dubai development, including guest rooms, restaurant and spa as well as luxury apartments.

(Reporting by Jo Winterbottom; editing by Patricia Reaney)

Many sex assault charges dropped against designer (AP)

LOS ANGELES - Without explanation, prosecutors on Wednesday dropped more than half the sexual assault charges against fashion designer Anand Jon Alexander just before jury selection began for his trial.

The district attorney's office said it was striking 30 of the 59 charges but reserved the option of pursuing them later. The charges involved 10 women and girls.

The remaining 29 charges range from forcible rape to committing lewd acts on a child. The 10 alleged victims were 14 to 21 years old.

Alexander remains under indictment in New York on similar charges involving nine women and is under investigation by authorities in Texas and Massachusetts.

Nearly 100 prospective jurors in the California case began the selection process by filling out questionnaires. Attorneys were expected to begin questioning potential jurors Sept. 4.

Alexander, 34, who has dressed starlets such as Paris Hilton, is accused of meeting women on the Internet and assaulting them when they visited California for modeling opportunities between 2001 and 2007. He has pleaded not guilty and could face life in prison if convicted.

A call to his criminal attorney, Anthony Brooklier, was not immediately returned.

The decision to strike some charges was praised by an attorney defending Alexander in a lawsuit that claims he sexually assaulted a Beverly Hills woman, one of the alleged victims dropped from the criminal case Wednesday.

"We believe that the justice system will prevail and that our client will be found innocent," Arthur Khachatourians said. "This case has no weight; it's a web of lies."

Alexander came under investigation last year when a woman claimed she had been sexually assaulted at his apartment. He was jailed in June 2007 and has remained behind bars.

Born in India, Alexander graduated from the Parsons School of Design in New York and launched a fashion line in 1999. He was considered an up-and-coming designer and was named a person to watch by Newsweek.

30 of 59 rape charges dropped against Indian-born designer (AFP)

LOS ANGELES (AFP) - Los Angeles prosecutors have dropped 30 of 59 sexual abuse charges against Indian-born celebrity fashion designer Anand Jon Alexander, as jury selection got under way for his trial in California.

The 29 charges Alexander will be facing in court are related to "the victims that prosecutors are electing to proceed with at this time," said Jane Robison, a spokeswoman for the district attorneys office.

Without explaining further, Robison said lawyers for the remaining alleged victims were free to reinstate their charges during the upcoming trial.

Alexander, 34, had been charged in California with 59 counts of sexually assaulting 20 women aged 14-27 between 2002-2007.

Arrested on March 6, 2007, Alexander is charged with a variety of crimes, including forcible rape, sexual battery by restraint and lewd acts upon a child.

Prosecutors have accused Alexander of setting up a fashion design studio in Beverly Hills to lure models and sexually assault them. The charges carry a maximum sentence of life in prison.

The New York-based designer, who is also being investigated in Texas and Massachusetts, pleaded not guilty at a hearing in California in April.

His lawyer Ronald Richards said at the time that all the charges against his client were brought by models whom Alexander had turned down for jobs after having consensual sexual relations with them.

Alexander was free on a 1.3 million dollar bail until June, when a California judge increased the bail amount by 500,000 dollars after Texas issued its own indictment against the fashion designer.

Alexander graduated from the prestigious Parsons School of Design and launched his own label at New York Fashion Week in 1999.

He is reported to have dressed celebrities such as Hilton hotel heiresses Paris and Nicky Hilton, Mary J. Blige and Norah Jones.

According to Alexanders website, he is the winner of various fashion awards including a 2002 Peoples Choice "Best New Designer" prize.

Julia Roberts designs Armani T-shirt for AIDS fight (Reuters)

MILAN (Reuters Life!) - Julia Roberts has returned to work with Italian fashion designer Giorgio Armani to raise money for the fight against AIDS in Africa, designing a T-shirt to be sold under the "Red" label.

The Academy Award-winning actress has drawn the symbolic tree of life with the words "revolution.evolution.devotion" arching over its foliage.

The words are behind the acronym for "Red," the name of a product-branding alliance to raise money for the Global Fund to Fight AIDS, Tuberculosis and Malaria.

Under the scheme -- the brain-child of U2 rock star Bono and Bobby Shriver, the nephew of former U.S. President John F. Kennedy -- manufacturers channel a portion of the profits from "Red"-branded goods to the fund.

Money raised from events and product sales tied to the label have raised more than 110 million since it began in 2006, according to a statement from Giorgio Armani.

The T-shirt designed by Roberts will go on sale in September both online and at Emporio Armani stores worldwide, a spokeswoman for the fashion designer said.

Available for men and women, the T-shirt will also have her signature inside.

It is the second time that Roberts has worked with Armani for the "Red" label. The first time saw her use the same idea of the tree for a leather bracelet.

Armani also sells clothing, accessories, eyewear, watches, fragrances and jewellery under the "Red" label, offering 40 percent of the gross profit margin on sales to the fund.

(Reporting by Gilles Castonguay; Editing by Matthew Jones)

From A to Z, New Book From Nina Garcia Names Must-Haves (Fashion Wire Daily)

New York - Editor Nina Garcia, who takes her fashion eye to Marie Claire starting in September, is well-known as one of the judges for "Project Runway," where she dispenses thoughtful, and sometimes scathing, critiques of the designers projects each week. In person, Garcia exudes a kind of polished professionalism that is elegant, yet welcoming, like a stylish friend who always knows the right thing to wear for any occasion but also doesnt mind taking you shopping so that you can find the perfect outfit as well.

So it makes sense that her latest book, "The One Hundred," dishes up all fashion tips a woman needs to know to put together a killer, timeless wardrobe. For people tired of chasing trends, the book is a perfect antidote. With charming illustrations by renowned fashion illustrator Ruben Toledo, "The One Hundred" is an A-Z guide of Garcias picks for wardrobe essentials. At a book signing in Saks Fifth Avenue on Wednesday, Aug. 27, Garcia sat down with Fashion Wire Daily to talk about her inspiration for the book and to shed light on exactly what items no woman with style should be without - and the best up-and-coming designers to watch.

FWD: How did you came up with the idea for "The One Hundred"?

Garcia: The inspiration was really moving from my apartment. We were going to be out of our apartment for about eight months and I was pregnant with my son, and I was trying to figure out, what am I going to take? I was already changing sizes, I was changing apartments, and I noticed that a lot of the things I took were the things I always relied on. No matter what had happened or what city I was in, it was always the white shirt, the jacket, the classic, timeless pieces. Thats really the idea came up. What about a book that spelled out what are all those timeless, classic pieces that every woman should consider having. Im not saying every woman has to have one hundred pieces, because I wanted to keep it general so that different tastes could appreciate it.

FWD: In other words, not everybody is going to go out and buy a crocodile bag.

Garcia: No! And not everybody wants to wear a motorcycle jacket. Some women are more bohemian and some women are more classic, so I really wanted to offer just things that have been there for many years and have stood the test of time. You might want to retire things for a season or two, but when you pull them out, theyre still going to be valid. Its about shopping for value and for things that will always be stylish.

FWD: If a person could only afford one luxury item for their wardrobe, what should it be?

Garcia: Jewelry! That would be the splurge. Although look whats happened with costume jewelry--its equally as important and fantastic. If you dont have the Harry Winston, you can have the Kenneth Jay Lane.

FWD: In the book, is there a background or history to each of the items you mention?

Garcia: Yes, there is a little bit of background on each item and there are shopping resources and insider tips. Being an editor, we have to be resourceful, we have to comb the market and know where everything comes from and know where we can get things quickly, so there are a lot of those insights in the book.

FWD: Whats a more eccentric item that women might consider, that maybe they havent thought of as a timeless classic?

Garcia: Id have to say shoes. I think its an easy solution if you want to experiment. If you havent tried booties, or havent ever bought a pair of over-the-knee boots, something like that can really change your look. It would definitely have to be something in terms of accessories, like jewelry, because its the easiest way to incorporate something new.

FWD: What do you think is the most overlooked item in a womans wardrobe?

Garcia: Undergarments. Spanx are a lifesaver! And underwear--we overlook it, but trust me, its very important. It can make a difference and its good to have the right undergarments.

FWD: Do you think there is a certain kind of designer missing in American fashion?

Garcia: I think were very complete in terms of American designers. We have an incredible talent pool in America. From Rodarte, to Oscar de la Renta, to Philip Lim, to Francisco Costa, we really have it here.

FWD: Has "Project Runway" changed the perception of what the fashion industry is all about?

Garcia: I hope so. I really do think so. I think its brought an interest to fashion and to the creativity involved in being a designer. Its explained that to people who probably didnt really know what it takes to be a designer. Theres a lot of components that now have to take place. You have to be business savvy, you have to be PR savvy, you have to be creative and practical. There are a lot of things that it entails.

FWD: Which collections are you looking forward to in New York this season?

Garcia: All of them, but I am particularly looking forward to all the younger designers, because I think they are the ones that most need our support, and they are the future. Alexander Wang, Chris Benz, Philip Lim, Peter Som, all of this younger generation.

FWD: And, finally, how are you getting ready for fashion week?

Garcia: Im not ready! But Im very eager and looking forward to it.