Proctor & Gamble launched Bold 2in1 in 1972 when the combination of a washing detergent and fabric softener was something new. From 2004 onwards, fragrances were becoming increasingly important in these products. In 2008, therefore, the Infusions collection was launched: a range of products with certain scents.
In 2009, celebrity mums Amanda Holden and Kim Wilde were attracted to become the face of Bold 2in1 campaigns, in order to get mums in the UK to relate to the brand. In Kim’s case, Bold 2-in-1 Lavender and Camomile was promoted. Kim and the product appeared in a series of articles in various UK media.