PROCTER & GAMBLE DISCOVERS LIVING IN THE FUTURE
By Adnews Staff
Procter & Gamble of Toronto has created a string of new product breakthroughs and plans to launch over the next five years several of its "new to the world" brands. According to P&G, these new brands will address unmet consumer needs and promises to dramatically change Canadian consumer habits. Four of the new brands will be launched this year including: Dryel, Febreze, Swiffer and Oil of Olay Color Cosmetics. Dryel will allow consumers to clean and freshen "dry clean only" clothes at home. Febreze was launched in May of this year. It is a spray that eliminates household odors. Swiffer is a new cleaning system for dry household surfaces that allows consumers to remove dust, dirt and hair. Oil of Olay Color Cosmetics is a line of cosmetics from skin care experts that is designed to offer lasting color. P&G Canada will be spending over $60 million (Cdn) on the launches of Dryel, Febreze, Swiffer and Oil of Olay Color Cosmetics over the next 14 months. "Living in the future, one of several new research techniques, encourage consumers to use a prototype product as if it really existed on store shelves," section head, new business R&D for P&G Dan Cobb said. Procter & Gamble markets more than 300 brands in over 140 countries.