Tide® Survey Finds That 65 Percent of Hispanic Consumers Have Discarded Garments Ruined by Bleach or Home Remedies up to Five

  Tide® Survey Finds That 65 Percent of Hispanic Consumers Have Discarded
  Garments Ruined by Bleach or Home Remedies up to Five Times a Year

  Other survey findings show that consumers do not find home remedies fully
                                  effective

Business Wire

CINCINNATI -- February 25, 2013

According to a new survey^1 released by Tide®, effective stain removal without
damaging fabrics is a top concern for consumers when doing laundry, especially
when it comes to white garments.

Moreover, using conventional treatments like chlorine bleach or home remedies
do not offer the expected results: Hispanic consumers who use bleach for their
whites have experienced their garments turning yellow and dingy (32 percent),
while 80 percent of those surveyed felt that home remedies (like vinegar,
lemon and salt and dish soap) work only on some stains.

The toughest stain to take out? It is food, as per 56 percent of Hispanic
consumers surveyed, followed by dirt (21 percent). Make-up stains came in
third place, with 13 percent. Interestingly, when it comes to breaking the
“rules of wearing white”, eating greasy or messy food is the most common
activity that people do while wearing white garments, followed by putting on
make-up.

“Laundry can be a complex process, as consumers not only look to getting their
garments clean but also need to address concerns like stain removal and
ensuring their fabrics stay looking new for as long as possible,” said Raquel
Rozas, P&G Brand Manager for Tide

“Understanding what consumers need is at the core of our research and
development process to create products and solutions that make the laundry
regimen easy and effective, like Tide Vivid White + Bright and Boost which
help remove stains without the damage that chlorine bleach or other treatments
can have, while keeping whites looking like new, wash after wash,” added
Rozas.

Other survey findings show that, when it comes to caring for their white
garments, a majority of consumers (68 percent of Hispanics and 63 percent of
non-Hispanics) want a detergent that both whitens and brightens and leave
fabrics looking like new.

Tide Vivid White + Bright and Boost are designed to give your laundry that
extra boost for the peskiest of stains, and they are safe to use on colors
because they don’t contain any chlorine or chlorine-containing bleaching
agents.

Here are some stain removal tips from the Tide® fabric care experts:

  *The best defense in removing stains is to treat immediately.Make sure you
    blot up liquid spills or scrape off solid buildup with the edge of a dull
    knife. Work from the outer edge to center of the stain — and don't rub.
  *Always check the care label first and pretest stain removal product, and
    make sure to rinse and inspect the washed (or treated) garment before
    drying.
  *When it comes to protein-based stains (like blood, dirt or baby food), it
    is best not to use hot water to soak or wash items, as the heat may set
    the stains.
  *With oil-based stain, it is the opposite: pretreat with detergent (make
    sure to work the detergent into the stain and let it set for 10 – 15
    minutes), then wash the garment in the hottest water safe setting.

For more laundry care and stain removal tips and solutions, visit the Tide
website and also follow Tide on Facebook.

About Tide

For over 60 years, Tide® has been caring for the clothes of American families
and helping to provide the everyday miracle of clean clothing. To meet
consumers' diverse laundry needs, Tide offers its cleaning in a variety of
products including Tide Pods, Tide Total Care, Tide with Febreze Freshness,
Tide Coldwater, Tide with a Touch of Downy, Tide VIVID White + Bright, Tide
Boost, Tide High Efficiency and 2X Ultra Tide Liquid. For consumers' on-the-go
stain removal needs, Tide to Go helps remove fresh food and drink stains on
the spot. Visit www.tide.com for helpful product information, practical tips
on laundry care, special offers and promotions and more. You can become a fan
on Facebook at www.facebook.com/Tide.

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®,
Pantene®, Mach3®, Bounty®, Dawn®, Fairy®,Gain®, Charmin®, Downy®, Lenor®,
Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®,
Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The
P&G community includes operations in approximately 75 countries worldwide.
Please visit http://www.pg.com for the latest news and in-depth information
about P&G and its brands.

^1 The survey, commissioned by Procter & Gamble, was conducted by Research Now
(http://www.researchnow.com/en-US.aspx) as an online survey among 1,000
nationally representative adults, ages 18 and older in the U.S. between
November 29 and December 3, 2012.

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Contact:

Fleishman-Hillard
Ivy Rueda Diederichs, 305-520-9025
ivy.rueda@fleishman.com
or
P&G:
Anne Candido, 513-807-2407
candido.am@pg.com