P&G's Bounce brand announces launch of Bounce Bursts, its first-ever in-wash fabric care product; Bounce Bursts available in Outdoor Fresh scent for suggested retail price of US$6.99

Nevin Barich

CINCINNATI , May 15, 2014 (press release) – New Bounce Bursts can transform your fabrics, allowing you to experience the Outdoor Fresh scent even if you're inside!

Procter & Gamble's (NYSE:PG) Bounce(TM) brand is launching its first ever in-wash fabric care product, Bounce Bursts(TM), allowing consumers who appreciate the Outdoor Fresh scent of Bounce dryer sheets to enjoy it even more. Bounce Bursts comes in a convenient bead form that allows consumers to control the amount of Outdoor Fresh scent added to the wash. The time released freshness capsules transform your fabrics allowing them to release bursts of Outdoor Fresh scent throughout the day, making you forget you aren't outside.

Between time spent commuting, working in the office and conquering an endless list of to-dos at home, a full day can go by without much, if any, time spent outdoors. In fact, according to a recent study, Americans spend 90 percent or more of their time indoors.(1) However, the outdoors has a great impact on how we feel and our emotional well-being. After all, according to another study, 95 percent of those interviewed said their mood improved after spending time outside, changing from depressed, stressed, and anxious to more calm and balanced.(2)

Although Bounce can't make commutes shorter or reduce office hours, Bounce Bursts can transform your fabrics allowing you to experience the Outdoor Fresh scent even if you are inside. Certain fragrances like the floral based perfumes which inspired the Outdoor Fresh scent are known to stimulate the senses and improve mood and energy. As you go about your day, these special time released freshness capsules will burst, releasing the Outdoor Fresh scent.

"Bounce understands that there are moments when we're unable to enjoy the scent of the great outdoors and has designed Bounce Bursts to give fabrics that extra boost of Outdoor Fresh scent throughout the day," said Vedran Miletic, Associate Marketing Director, Procter & Gamble. "For many, the scent of Bounce has been a recognizable staple in their laundry room for generations, and they've enjoyed the Bounce Outdoor Fresh scent from the dryer. Now, we're giving them more of what they love with an in-wash scent booster that gives your clothes freshens which will stay with them throughout the day."

In addition to using the Bounce Outdoor Fresh scent on fabrics, there are other ways to enjoy the outdoors -- even if you're not able to actually get outside. Bounce has partnered with celebrity interior designer, Thom Filicia, who knows the value of the outdoors and the importance of bringing it inside. Through his designs, he finds ways to transform indoor spaces into outdoor spaces, to create an inviting environment that can be enjoyed by all the senses. "It can be as simple as using floral-inspired patterns and colored fabrics to add a fun and unexpected pop to your space and then washing them in Bounce Bursts to give them a boost of Outdoor Fresh scent," said Thom Filicia.

To further bring the Outdoor Fresh scent experience to life, the brand will introduce Bounce Bursts to media on Wednesday, May 14, 2014, with an exclusive media and influencer event in New York City. Hosted by Thom Filicia, Bounce will style the venue to demonstrate Bounce Bursts' transformative power -- bringing the Outdoor Fresh scent inside. During the event, attendees will be among the first to experience Bounce Bursts and get tips on how to incorporate outdoor freshness in their homes and fabrics.

Bounce Bursts are now available nationwide in Bounce's signature Outdoor Fresh scent for a suggested retail price of $6.99. Pricing is at the sole discretion of the retailer.

Visit http://bouncefresh.com/bursts/laundry-scent-booster to learn more.

About Bounce

Bounce(R) offers a line of fabric care products that helps keep clothes feeling soft and smelling fresh. Bounce Bursts(TM) in-wash scent booster is a bead of concentrated perfume ingredients that contains special time released Outdoor Fresh scent capsules for long lasting freshness. Bounce(R) dryer sheets add softness and static reduction to fabrics in the dryer along with a wonderful fresh scent. Bounce dryer sheets are available in a variety of great scents: Fresh Linen, Outdoor Fresh Scent(TM), Spring Fresh, and Fresh Lavender. Bounce offerings also include Bounce with Febreze(R) Fresh Scent, non-scented Bounce Free(TM), Bounce Awakenings(TM), the Bounce Dryer Bar(TM) and the Bounce Free Dryer Bar(TM). The Bounce Dryer Bar(TM) and Bounce Free Dryer Bar(TM) provide freshness, softness and static control for about two or four months, depending on the size of the bar, frequency of use and dryer settings. For more information, visit www.BounceFresh.com.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always(R), Ambi Pur(R), Ariel(R), Bounty(R), Charmin(R), Crest(R), Dawn(R), Downy(R), Duracell(R), Fairy(R), Febreze(R), Gain(R), Gillette(R), Head & Shoulders(R), Lenor(R), Olay(R), Oral-B(R), Pampers(R), Pantene(R), SK-II(R), Tide(R), Vicks(R), Wella(R) and Whisper. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Thom Filicia

Interior designer Thom Filicia is founder and Chief Creative Officer of New York City-based design firm, Thom Filicia, Inc. Since launching the acclaimed enterprise in 1998, Filicia's New-American Style has earned him widespread acclaim and notable clients in the worlds of entertainment, finance, sports, media, fashion and hospitality. Filicia is universally known for his ability to create stunning modern, yet classic interiors that retain an inviting aesthetic which reflects the individuality of his clients. Filicia's recognition expanded beyond the design world when he was cast as the interior design expert in the ratings juggernaut and Emmy-Award winning hit show Queer Eye for the Straight Guy.

(1) The Inside Story: A Guide to Indoor Air Quality. U.S. EPA/Office of Air and Radiation. Office of Radiation and Indoor Air (6609J) Cosponsored with the Consumer Product Safety Commission, EPA 402- K-93-007.

(2) "Feeling down or Stressed? Try Eco-therapy." Taking Charge of Your Health & Wellbeing. University of Minnesota, n.d. Web. 08 May 2014.

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