Wilmington, Del.—DuPont Chemical Solutions Enterprise will introduce its newest carpet protection formulation in October when it launches Improved Teflon Advanced Carpet Protector at the Connections 2003 tradeshow in Las Vegas. The enhanced product features superior oil repellency and soil resistance as well as freeze/thaw stability, noted Rick Raessler, carpet aftercare manager. “Since it debuted in 1998, DuPont Teflon Advanced Carpet Protector has provided outstanding performance. However,” he explained, “we’re continually looking for ways to enhance the value of our products.

Improved Teflon Advanced Carpet Protector provides the strongest value yet to consumers as they put more importance on keeping their carpets and rugs looking clean and bright, day in and day out, all year long. “That, in turn,” Raessler added, “provides tremendous value to our customers—professional and carpet cleaners—by improving their customers’ satisfaction.” When applied by professional carpet cleaners as an aftermarket protector, Improved Teflon Advanced features significantly enhanced oil repellency that protects against common oil-based spills, he noted. “The product also features improved soil resistance that not only minimizes the amount of dirt that gets into a carpet, but keeps the carpet looking cleaner longer. The enhanced formulation also features the same excellent water and stain repellency found in the original Teflon Advanced formulation.”

Additional upgrades found in Improved Teflon Advanced include suitability for use on water-safe upholstery fabrics and freeze thaw/stability. “Improved Teflon Advanced provides better soil resistance to water-safe upholstery fabrics,” said Raessler. “Its freeze/thaw stability allows for year-round shipping and storage of Improved Teflon Advanced without concern about the affects of low temperatures. “The result is,” he stated, “Improved Advanced provides for even easier cleanup and removal of most spills before staining and wicking can occur. It is easy to apply by spray, leaves no odor and keeps carpets and rugs cleaner for longer periods without changing the feel or appearance of the floor covering or upholstery.”

Improved Teflon forms an invisible barrier around fibers, Raessler noted, which keeps dirt from adhering to carpets and rugs. It can be used on wet or dry rugs, at a commercial cleaning plant or on carpets in homes, offices or hotels. In a related study, research recently conducted by DuPont for Teflon Advanced products found that consumers are more interested in having carpet protector applied than many professional carpet cleaners believe. The top reason given by consumers for not having protector applied was that it simply was not offered. An Internet survey of 300 consumers who regularly have their carpets professionally cleaned and 300 aftercare professionals found numerous differences between how consumers and professionals view carpet protectors.

As Raessler noted, these differences create new business opportunities. “The aftercare professionals we surveyed said that price and doubt about the effectiveness of carpet protectors were the top two reasons that consumers decline the product,” he said. “But the consumer survey told a much different story. They cited price as third in importance, while performance placed all the way down at eighth position among their reasons for opting not to have the product applied. The top reason given by consumers for not having protector applied was that it simply wasn’t offered.” Raessler explained this gap means that consumers may be more open to having a carpet protector applied than professionals currently believe.

Other findings from the research include: • Routine cleaning is the reason most often cited by consumers for having carpets professionally cleaned, followed by preparing for the holidays and spring cleaning; • Most consumers are satisfied with professional carpet cleaning services (87%); • Among consumers who had carpet protectors applied, 71% were satisfied; 20% were neither satisfied nor dissatisfied; only 9% expressed dissatisfaction; • Contrary to the opinion of professionals, pre-treated/protected carpets do not appear to be a sales barrier, as only 6% cite this for not using carpet protector; • Thirty-two percent who had not had protector applied indicated they were interested in using it in the future, and • Timing for offering carpet protector is evenly split between when the initial arrangements are made and the arrival of the technician.

According to Raessler, these findings can help aftercare professionals take advantage of existing opportunities in the market. “Knowing how consumers respond to the concept of carpet protection from surveys like this can help carpet cleaning businesses arm their technicians and customer service representatives with the information they need in order to increase carpet protector sales—and profits.” For more information about Improved Teflon Advanced Carpet Protector, call 800/666-9206. —Louis Iannaco