After Ten Years of Product Innovation, Febreze Unveils New Fabric Refresher Line - Improved Fine Mist Formula Delivers All-in-One Freshness Benefit,
Eliminating Odors in Fabrics and Air -
CINCINNATI, July 28 /PRNewswire-FirstCall/ -- Procter & Gamble today
unveiled the latest in Febreze Fabric Refresher innovation, featuring a unique
fine mist spray that surrounds a home in freshness while eliminating odors in
the air and on fabrics. Through its 10-year leadership in the category, the
improvements to Febreze Fabric Refresher aim to deliver an all-in-one
freshness benefit.
"Febreze Fabric Refresher created a new category with the launch in 1998
and continues to be a leader in meeting unmet consumer needs," said Martin
Hettich, North American Marketing Director of Air Care for P&G. "The product
improvements, such as a modern bottle design, a fine mist spray and longer
lasting formula, are all things that we believe will give consumers a superior
experience in a home freshening product."
Febreze Fabric Refresher will delight consumers in that the new line
brings forth some of Procter and Gamble's greatest scientific talents: the
ability to eliminate odors through Febreze's patented formula and the ability
to create high quality fragrances through the company's global network of
prestigious perfumers.
"It's only natural for P&G and Febreze to take the lead in the development
of superior product formulations," said Rick Woo, Research Fellow for Procter
& Gamble. "Not only is P&G the largest perfumer in the world, having access to
the most extraordinary fragrance houses on the planet; but we also test
against the largest array of malodors, ensuring that Febreze will eliminate
the widest variety of unwanted odors of any fabric refresher on the market."
Within one year of its initial launch in 1998, Febreze reached
$100 million in sales and fulfilled an unmet consumer need that completely
changed habits toward washing fabrics and soft surfaces. Since then Febreze
has expanded its leadership in "freshness" by broadening the entire product
line and recently surpassed the $800 million global sales mark. It has become
the fastest growing brand in the North American P&G portfolio, and is on its
way to becoming a $1 billion business unit within the next two years.
The launch of new Febreze Fabric Refresher will be the largest marketing
initiative for Febreze in its current fiscal year, and comes on the heels of
the brand's 10th anniversary. Marketing support includes television
advertising, a robust print campaign, in-store support, coupon offers, public
relations and an online media campaign complete with sweepstakes. The
"Surround Yourself Sweepstakes" offers the chance to win up to $2,000 toward a
Home Theater Surround Sound System with Blu-Ray technology. To sign up for a
chance to win, visit www.febreze.com.
Febreze Fabric Refresher is available nationally at food, drug and mass
retailers in a variety of complementary scents. The Febreze family of
products, which also includes the Febreze Candle(TM), Febreze NOTICEables(TM),
and Febreze Air Effects(TM) all feature Febreze's unique odor eliminating
technology. For more information on Febreze Fabric Refresher, visit
www.febreze.com.
About Procter & Gamble (NYSE: PG) Three billion times a day, P&G brands
touch the lives of people around the world. The company has one of the
strongest portfolios of trusted, quality, leadership brands, including
Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R),
Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R),
Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head &
Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community consists
of over 135,000 employees working in over 80 countries worldwide. Please visit
http://www.pg.com for the latest news and in-depth information about P&G and
its brand.
SOURCE Procter & Gamble
07/28/2008
CONTACT: Natasha Best of Manning Selvage & Lee, +1-212-468-3685,
Natasha.best@mslpr.com; or Jay Benton of Procter & Gamble, +1-513-983-2864,
benton.jp@pg.com
9630 07/28/2008 08:00 EDT http://www.prnewswire.com
