Procter & Gamble announces new category of products: Swash for re-wear

We've all been there: You wear a certain outfit or pair of favorite shorts, and when you are done for the day they're just not dirty enough to go into the laundry hamper or clothes washer, but of course, they're also not that clean. Guys know this procedure all to well; not so much for the ladies.

Well, good news. Instead of wasting bottles of Febreze in your closet, laundry detergent giant Procter & Gamble Co. (NYSE: PG) -- which already owns 60% of the laundry detergent market -- is about to launch the new Swash product. No, the consumer product giant doesn't want to cannibalize sales of a $7 billion category that it basically owns, but invent a new one altogether.

For those who "re-wear" regularly, the new Swash is made for you. Kevin Crociata, P&G's marketing director for its North American laundry division, says that "This is not meant to replace the wash, but to enhance the re-wear experience that is a big habit with consumers." The re-wear experience -- what a great description. This, from an initial perspective, looks like a very innovative solution to a very common occurrence in many millions of American homes. Kudos, P&G.

Not only are the various Swash products going to look good, they'll be made to sit on the nightstand where they are always in view, and apt to be used daily (naturally). Get ready to see these product titles in your grocery and retail stores soon:

• Fresh It Up (to remove odors) -- $5 for a 2.5-ounce bottle
• Get It Out (stain remover pen) -- $3 for a 0.4-ounce pen
• Smooth It Out (to remove wrinkles) -- $5 for 5 ounces
• Steam It Out (dryer cloth to remove wrinkles in 10 minutes) -- seven cloths for $5