115 Years After Its Birth, The Ivory Baby Will Return In 2003 After An Exhaustive Nationwide Search

CINCINNATI, OHIO - October 22, 2002 - Ivory Soap is embarking on a nationwide search to the find the next Ivory Baby. It's been 30 years since Americans saw the last Ivory Baby, but the advertising icon is returning to celebrate its 115th birthday after being introduced to the public in 1887. The selected Ivory Baby will be featured in an upcoming 2003 Ivory Soap advertisement.

"Despite the many changes that the Ivory Baby has undergone since 1887 - from the early designs by such renowned artists as Jessie Wilcox Smith and Edward Steichen, to the much-remembered 'That Ivory Look' ads of the 1950s - the Ivory Baby has always stood as a symbol of purity and mildness," said Ed Rider, chief archivist from Procter & Gamble, the makers of Ivory Soap. "In celebration of the Ivory Baby's 115th birthday, we are excited to select another Ivory Baby that will hold a place in the long-standing history of one of America's most-treasured brands."

From October 2002 through May 12, 2003, consumers will be eligible to enter their children into the national model search. Beginning in the fall, Ivory Soap will host Ivory Baby model search events throughout the country.

Additionally, with the help of Parents magazine, regional Ivory Baby search events will be held at Gymboree retail locations, a leader in child developmental play programs and infant/children clothing. Exact locations, as well as dates and times will be announced at a later date to consumers and the media.

If consumers cannot attend a regional event, they are invited to mail an entry and submit photos of their children to the address indicated on Ivory Soap packaging or in-store displays, or by visiting the Ivory Web site (www.ivory.com). The Ivory Baby will be selected in May by a national panel consisting of modeling professionals. In addition to the search for the next Ivory Baby, consumers also have the chance to win college scholarships and cash prizes totaling $200,000. More than 500 specially marked bars of Ivory Soap will contain the following:

- One $50,000 scholarship
- Ten $10,000 scholarships
- Five-Hundred $100 cash prizes

"Since 1879, Ivory Soap has been a natural choice for parents when selecting a product to clean their baby's soft and delicate skin," said Alexandra Lipinski, marketing director, Procter & Gamble. "By re-introducing the Ivory Baby to America, we are reminding parents that Ivory Soap's pure and natural clean is ideal not only for their babies, but for their whole family."

About Ivory Soap and Procter & Gamble

Ivory Soap recently celebrated more than 120 years of mild, natural cleaning. From October 2002 through May 15, 2003, consumers will be eligible to participate in the "Search for the Next Ivory Baby" contest.

P&G markets approximately 250 brands and employs nearly 106,000 people in more than 80 countries worldwide. P&G's beauty business had approximately $7.3 billion in global sales in fiscal year 2000/01, making it one of the world's largest beauty companies. Its beauty brands include Pantene®, Olay®, SK-II®, Max Factor®, Cover Girl®, Joy®, Hugo Boss® and the recently acquired Clairol brands, including Herbal Essences® and Nice 'n Easy®.