P&G's denture adhesive Fixodent Original launches 12-hour hold challenge, invites consumers to submit written testimonials sharing their own personal denture challenges

CINCINNATI , November 18, 2011 (press release) – Fixodent Original, the most popular denture adhesive of the Fixodent line is putting consumers to the test with the Fixodent 12 Hour Hold Challenge. From August 31st to June 30th 2012 Fixodent will be encouraging consumers to submit written testimonials sharing their own personal denture challenges. By registering at http://www.dentureliving.com and entering their Fixodent challenge statement, registrants are considered for free product samples and entered for a chance to win one monthly $500 giveaway or one grand prize of $5,000*.

A study revealed** roughly 20 million women ages 40+ wear dentures, and more than three million of them are living their day-to-day lives in fear of something as simple as eating out with friends. "Our primary goal, as the #1 dentist recommended brand, has always been to ensure our customers can live with confidence," said (Procter & Gamble / Fixodent) brand manger Lloyd Lorenzsonn. "We have always prided ourselves on the Fixodent 12 hour hold money back guarantee, which gives denture wearers more confidence to go about their day with normal activities like eating and smiling."

If you're one of the thirty-three million people of all ages and walks of life that have dentures or are considering them visit http://www.dentureliving.com to find expert articles on what to expect with new dentures, consumer testimonials about living with dentures, advice on denture care, and resources to explore for additional information. Fixodent wants to help denture wearers start this new phase of life with confidence. The popular dentureliving.com discussion board is a place to connect, share, and learn from others who are either considering or living with dentures.

For more information about the Fixodent 12 Hour Hold Challenge please visit http://www.dentureliving.com.

*NO PURCHASE OR USE OF PRODUCT NECESSARY TO ENTER SWEEPSTAKES. The Fixodent 12 Hour Hold Challenge Sweepstakes is open only to residents of the 50 US/DC, 18 or older as of the last day of the month prior to the date of entry. Void where prohibited by law. See official rules on http://www.dentureliving.com for monthly entry periods and complete details. Ends 11:59:59 PM ET on 6/30/12.

**All Statistics came from the "Fixodent Beauty & Aging Survey." The Fixodent Beauty & Aging Survey was conducted by Wakefield between August 22nd and August 31st, 2009. For this research, 504 interviews were fielded among nationally representative American women ages 40 and older using random-digit telephone dialing. Quotas were set to ensure reliable and accurate representation of the total U.S. population of women ages 40 and older. As part of this survey, an oversample was also fielded by telephone to reach a total of 202 women, ages 40+, who wear dentures.

Results of any sample are subject to sampling variation. The magnitude of that variation is measurable and is affected by the number of interviews conducted. For the 504 interviews conducted among women 40+, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 4.4 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample. For the 202 interviews conducted among women who wear dentures, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 6.9 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

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