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

Mon Feb 25, 2013 11:16am EST

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Other survey findings show that consumers do not find home remedies fully
effective
CINCINNATI--(Business Wire)--
According to a new survey1 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. 

1The 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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Fleishman-Hillard
Ivy Rueda Diederichs, 305-520-9025
ivy.rueda@fleishman.com
or
P&G:
Anne Candido, 513-807-2407
candido.am@pg.com

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