Kelly Ripa, seen here with the new Turquoise Sky washer and dryer pair, will pitch Electrolux laundry products to North American consumers.

September is Ovarian Cancer Awareness Month, and to help draw attention, Electrolux has Ripa fronting its new laundry appliances in North America. The centerpiece of the new collection is a front-loading washer and dryer in Turquoise Sky, a vibrant new shade inspired by the brightly-hued ribbon that is the nationally recognized symbol in the fight against ovarian cancer.

Starting this month, a portion of the proceeds from the sale of Electrolux Turquoise Sky washers and dryers will benefit The Ovarian Cancer Research Fund, the company says.

"Electrolux is proud to support the Ovarian Cancer Research Fund and its efforts to fund the research that will eradicate this deadly disease; that's why we're donating $200 to the OCRF for every Turquoise Sky washer and dryer pair purchased as part of our commitment to raise more than $500,000 to help fight ovarian cancer over the next two years," says Electrolux major appliances president and CEO, North America, Keith McLoughlin.

Ripa and Electrolux have also teamed up to create Kelly Confidential - a new online lifestyle destination created exclusively for style-savvy, multi-tasking women.

During September, visitors to the site (www.kelly-confidential.com) can drop into a special section called the Wash 'n Care Lounge and help Ripa raise funds and awareness for this important cause by sending a virtual T-shirt to a friend. For every virtual T-shirt sent, Electrolux will donate US$1 to the OCRF. They can also purchase a limited edition T-shirt designed by Ripa; 100 per cent of the proceeds from the sale of the T-shirts will go to the OCRF. Every day they log on and send a T-mail to someone new, visitors to the Wash 'N Care Lounge are automatically entered for a chance to win a Turquoise Sky washer and dryer.

Boasting the largest capacity washer and dryer that wash and dry the most clothes in one load, the fastest wash-to-dry time (just 36 minutes to wash AND dry a load), and eco-friendly washers that use up to 83 per cent less energy and 56 per cent less water, the new Electrolux laundry collection is poised to revolutionize the way North Americans care for their clothes.

What's more, the collection's sleek lines and vibrant designer colors, including Turquoise Sky, Mediterranean Blue, Silver Sands and Island White, conspire to inject today's laundry rooms with an energizing sense of style. The entire Electrolux laundry collection is available nationwide through select independent appliance dealers and at national retailers like Best Buy, Lowe's, and Sears.

"People are looking for ways to make their homes run easier and more efficiently - and one of the areas they are focusing on most intensely is the laundry room," notes McLoughlin. "That's why our new laundry collection is so in step with today's needs - not only are our washers and dryers designed to be eco-friendly, but the collection offers ingenious features that care for clothes such as the Perfect Steam dryer that removes wrinkles and freshens clothes so they are ready before you are, and the Perfect Balance System, which keeps oversized wash loads balanced for smooth, quiet operation."

In addition to being gentle on clothes and the environment, the premium collection of Electrolux washers and dryers offers more flexibility thanks to two control panel options: the exclusive Wave-Touch controls and the convenient IQ-Touch controls. With Wave-Touch controls, the control panel features the most wash and dry cycles/options, including three customizable My Favorite settings and a wash stain menu with 22 settings. With the IQ-Touch controls, the control panel offers all the cycles you need, including a customizable My Favorite setting.

"For those who regard laundry as a chore, Electrolux laundry appliances can help lighten the load with more choices, such as the fastest wash and dry cycles so you spend less time in the laundry room. Plus, bold new colors provide fresh new options for the laundry room," says McLoughlin.

"We also offer the most wash and dry cycles/options, including My Favorite settings - so you can customize a cycle setting for someone in your household. And, Electrolux offers more flexibility - with washers and dryers that can be installed side-by-side, stacked or raised on pedestal drawers, which provide extra storage," he added.

The new Electrolux laundry collection includes more than 22 high-performance, stylishly-designed products including washers and dryers with Wave-Touch controls, available in gas and electric, and washers and dryers with IQ-Touch controls, also available in gas and electric, as well as matching pedestals, available in all four colors. Long on style and innovation, Electrolux appliances are the result of a consumer-centric approach to looks and functionality.