Positioned as a new treatment to help keep fabrics pure, clean and fresh, Purista, the branded antimicrobial treatment from Avecia Protection and Hygiene, is already generating interest from manufacturers looking to create new or enhance existing products and brands. Now, new research conducted by the company shows that towels treated with Purista will not only remain fresher between washes, but also offer users the possibility of reducing wash frequency, so saving time, energy and water.