Sharadha Dials up MicroCotton Marketing

By Staff -- Home Textiles Today, 10/15/2007 12:00:00 AM

New York —

The spa at the posh Mandarin Oriental hotel here was transformed into the world of MicroCotton last week as Sharadha Terry Products kicked off a national consumer campaign to promote the luxury brand.

Models wrapped in MicroCotton towels and robes posed in tableau while editors from shelter magazines examined the product and were treated to complimentary spa treatments.

The multi-million dollar advertising campaign, Pure Extravagance, breaks in October issues of luxury home and lifestyle magazines. It was created by Chillingworth Radding, New York.

MicroCotton bath products are currently sold in the United States at department stores and better specialty stores. In the hospitality sector, MicroCotton is used at Las Vegas' upscale Bellagio hotel.