Dow Launches INTELLIFRESH™ Global Branding Program

MIDLAND, Mich. — August 10, 2015 — Dow Microbial Control, a business unit of The Dow Chemical Co., has introduced a global branding and comarketing program that will signal to hygiene-conscious consumers that the products they purchase feature built in odor protection and longer lasting freshness. The new brand, INTELLIFRESH™, will be prominently featured by manufacturers in a variety of consumer product categories including, but not limited to, socks, t-shirts, underwear, sports and fitness apparel, athletic gear and equipment, workwear, footwear, home textiles and bedding, furniture, carpet, cleaning and deodorizing products and laundry aids.

Initial products featuring the IntelliFresh label will be treated with Dow’s patented SILVADUR™ technology. This technology intelligently inhibits the growth and minimizes the presence of unwanted odor-causing and nuisance bacteria that are prominent on consumer goods, enabling them to stay fresher longer.

“The growing desire of consumers for solutions to control odors has become an increasingly important trend in the marketplace and has changed their priorities when they purchase products,” said Karel Williams, global strategic marketing associate director and brand manager for Dow Microbial Control.

“The IntelliFresh label will give consumers peace of mind that the products they are buying support their attitudes, expectations and perceptions about hygiene and fit the lifestyles they are striving to achieve.”

The increasing consumer emphasis on hygienic lifestyles and practices is underscored by proprietary Dow research which showed that:

  • More than 60 percent of consumers surveyed indicated a very high concern about bacteria,parasites, dust, mold and the like in the home.
  • Sixty percent of those surveyed, who do not currently own products with odor-protection properties, are interested in future purchases of products with durable protection against odor- or infection-causing bacteria.

IntelliFresh is available to select manufacturers and retailers of consumer goods who collaborate with Dow through a licensing and quality assurance program. The quality assurance program is designed to ensure that all products featuring the IntelliFresh label meet measurable and quantifiable performance standards, specifications and quality protocols and comply with industry and regulatory requirements.

Posted August 10, 2015

Source: Dow Microbial Control