P&G lines up new product innovations

• Publisher: Elsevier Science
• Year: 2010
• Weight: 58 KB
• Volume: 2010
• Category: Article
• ISSN: 1351-4210
• DOI: 10.1016/s1351-4210(10)70105-0

✦ Synopsis

Recent advances in clothing technology have yielded lighter, more comfortable workout wear, but these advanced fibres can also trap tough dirt and odours. To tackle these problems in performance garments, Procter & Gamble has introduced a new variant of its Tide detergent, Tide ® plus Febreze Freshness Sport™. Available throughout the USA, the new Tide product is said to leave the entire load clean and active wear smelling fresh, eliminating the need to purchase speciality products or launder active wear separately.

According to P&G's CEO Bob McDonald, the company is investing behind a strong innovation programme to drive growth across the business. Upcoming launches include Ariel Actilift and Dash Actilift laundry detergents -which are shipping now to Western European consumers; and the reformulation of the Pantene hair care brand -which will first be available to North American consumers in June.