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The Procter & Gamble Company : Febreze Reveals Best and Worst Holiday Smells with Scentimental Survey

11/13/2012 | 11:40am US/Eastern
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More than Half Say Even Unpleasant Smells Like Wet Wool Can Remind Them of the Season

Nothing conjures up memories of past holidays like the smells of grandma's house, mulled cider and fir trees, but what about wrapping paper or wet wool? This year, Febreze - P&G's trusted brand known for eliminating odors and providing fresh scents in the home - set out to uncover the best and worst, smells of the holiday season. The brand launched their Febreze Sentimental Survey1 and here are some of their findings:

  • More than half of those surveyed (54%) said they like smells that remind them of the holidays, even if they are deemed "unpleasant."
  • Not surprisingly, 65% of respondents said that the scent of freshly baked goodies took them down memory lane, but interestingly 1 in 10 said that the smell of an attic or storage room also conjured up the sentimental holiday memories.
  • Another unique scent that helped jog nostalgic memories included the smell of wrapping paper and tape, which 43% of Americans said reminds them of the holidays.
  • Nearly 60% of women agreed that freshly fallen snow reminded them of the holiday season, but their least favorite scent? Wet wool.

"I think most everyone enjoys the holiday season because it is a moment in time that you are not only creating new memories, but also spend that time thinking back on our holidays past and what made them so special," said Michelle Lohman, North America Communications Manager for Febreze. "There is nothing like the power of 'scent' when it comes to memories. For me, it's the smell of a fire in the chimney at my family's home, but whether it's that or a pie baking in the oven, the power of scent allows us to journey back to those very special holiday traditions. That's why Febreze is continually creating unique holiday scents that will bring consumers back to those cherished moments in time."

Febreze Brings Most Meaningful Holiday Scentiments to Those Away from Home

The Febreze Scentimental Survey revealed that nearly half of Americans (48%) believed that smelling their favorite holiday meals or treats would remind them of holidays with family and friends if they were alone during the season. With that in mind, Febreze recognizes that there are many people unable to make it home for the holidays this year, reasons ranging from work in another part of the country or a school a little too far away from home. For those, Febreze has launched the "Best of Holidays Past Contest" bringing the holidays to those unable to see their loved ones.

Febreze encourages fans everywhere to join in the holiday conversation or share a story about a friend or a loved one who can't make it home for the holidays for the chance to win a memorable holiday experience and $10,000. Simply visit the "Best of Holidays Past Contest" tab on the Febreze Facebook page for more information and to participate.

Introducing New Seasonal Scents

This year, Febreze is releasing two new limited edition holiday scents - Winter Magic and Glow and Holiday Bloom and Cheer to complement the popular Glistening Alpine and Cranberries and Frost holiday scents. All holidays scents will be available in Candles, Air Effects, Set & Refresh, Fabric Refresher, and NOTICEables to help create a festive atmosphere in every home this holiday season.

For more information on the holiday scents, visit www.febreze.com.

About Procter & Gamble [NYSE:PG]

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.

1Survey Methodology
The survey was conducted online by IPSOS on behalf of Febreze from October 2-16, 2012 among 1,000 adults in each of the following countries: Canada, France, Germany, Great Britain, and the United States. A full methodology is available upon request.

Procter & Gamble
Michelle Lohman, 513-983-1804
lohman.ma@pg.com
OR
MSLGROUP
Kate Chernick, 646-500-7754
katherine.chernick@mslgroup.com


© Business Wire 2012
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