Since the early 1990s, Downy has been delighting families with fresh, sweet-smelling laundry. To stay ahead, P&G developed a breakthrough technology — Dual Perfume Microcapsules (PMC) — that release scent throughout the day as clothing moves with the wearer. Branded as Scent Switcher, this innovation created a platform for a more premium offering: the Downy Parfum Collection
Targeted at women seeking a moment of indulgence amid daily chores, Parfum Collection transforms laundry into a sensorial escape, delivering pride, joy, and confidence that lasts all day. Bonsey Design created a distinct sub-brand identity anchored on the revitalised Downy logo, iconising the PMC technology to visually convey Scent Switcher. Drawing inspiration from international fragrance packaging, we introduced five characters — the Downy Girls — to represent the moods of each scent, making the brand relatable and expressive.
Unique first-moment-of-truth experiences at retail reinforced the fragrance-led positioning, creating an immersive, premium shopping encounter. Launched across Vietnam, Philippines, Thailand, Malaysia, and Singapore, Downy Parfum Collection strengthened P&G’s leadership portfolio, elevating the fabric softener category through innovation, brand storytelling, and sensory delight. Today, Downy continues to lead Asia in fabric care, combining enduring freshness with moments of indulgence