Stainmaster’s LiveWell line engineered to repel allergens

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February 13/20, 2017: Volume 31, Number 18

By Ken Ryan

It is estimated that 50 million Americans suffer from airborne allergies, including pet dander and dust mites. Unfortunately, many of these allergens end up embedded in carpet.

To address what it deemed an obvious health need, Invista in 2012 began work on a carpet that would be easier to clean and allow for more thorough removal of allergens during vacuuming. At Surfaces 2017 the company introduced LiveWell, which it hopes will do for healthy homes what PetProtect did for stain and soil protection.

Stainmaster LiveWell carpet (Dixie Home and Shaw will be the first mills to sell it) will be available in the second quarter, initially in Stainmaster Flooring Center showrooms.

Tim Millsaps, channel marketing manager, Stainmaster brand, said LiveWell is being marketed as the first carpet and cushion system designed to reduce dust and allergen-particle buildup without adding steps to the cleaning routine. Made with kid- and pet-safe AllerShield technology, it helps reduce the bonding of allergy-aggravating particles to the carpet fibers. When allergen particles release easily from the carpet fibers, more of them end up in the vacuum.
“Consumers today are more educated on healthier products and looking for solutions in their own lives,” Millsaps said. “It made sense for us to develop a product that addresses those concerns.”

Millsaps cited consumer research showing more than 70% of homeowners identified comfort and minimizing exposure to chemicals and germs as very important to supporting overall heath, while 65% identified cleanliness. “The overall health concern is why we started the project years ago.”

Invista unveiled LiveWell prior to Surfaces. The event was attended by executives from large mills as well as a majority of National Floorcovering Alliance (NFA) dealers. At the kickoff event, Invista showed a video of two Stainmaster carpets—one with AllerShield, the other without—and the transformation that takes place after vacuuming. “The dealer likes a story to tell around a product,” Millsaps explained. “It makes it a lot more engaging for them and it helps the sale, especially when it is needs-based like this product and adds comfort to the home.”

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