"Naturally" Innovative

Every day, we continue to develop new products that increase the relevance of our brands to the ‘naturals’ shopper and the environmentally-conscious consumer. We do this without a performance trade-off, so consumers continue to get the results they expect from P&G brands.

Naturals BrandLineup BLOG

P&G CEO David Taylor addressed our progress on 'naturals' with a large group of analysts at the CAGNY conference in February:

"We continue to develop new, superior product offerings that address the needs and wants of 'naturals' consumers who are increasingly concerned about the ingredients in their products, and 'sustainability' consumers who are increasingly concerned about the environmental impact of how their products are produced, packaged, used and disposed of."

He emphasized that we will strive to meet the desires of the consumer but refuse to compromise on product performance. "Meaningful superiority requires us to deliver both efficacy and the added natural or environmental benefit."

Last Friday, the Cincinnati Business Courier reported on our latest innovations in 'naturals', showing the variety of products we offer to consumers who desire more natural, sustainable options across categories. Our work in 'naturals' is also a classic example of our ability to execute quickly with lean innovation principles.

"Naturals is an opportunity in many categories, and we’re running multiple experiments – leveraging lean innovation principles (to speed roll-out)," said Kathy Fish, P&G Chief Research, Development and Innovation Officer. "The products that have launched nationally—Febreze One, Pampers Pure Protection and Tide PurClean—have all taken this approach."

Here's a sampling of what's happening with a few of the products pictured in our 'naturals' portfolio above:


Febreze ONE

Febreze ONE (available in North America markets) is a fabric and air mist that safely cleans away odors without aerosols, dyes or heavy perfumes.

This week marked the beginning of the brand's #OneStateofMind campaign on YouTube, recognizing that all folks deserve to breathe deep and love the air they’re in.

A recent Febreze survey1 found that 90% of Americans reported that a fresh smelling environment can give them a positive outlook or even improve their mood or performance. This inspired something Febreze likes to call “ONE State of Mind”—a state of cleanliness, freshness and happiness.

Febreze ONE was recently named a 2018 "Product of the Year" award-winner in the Air Care category.

To encourage us to get into #OneStateofMind, Febreze ONE has partnered with actress, co-host of "The Real," mother of two and self-proclaimed scent skeptic, Tamera Mowry-Housley, who said:

"As a scent skeptic, I’ve always avoided the overpowering scents and sprays of traditional air fresheners but, as a mom, I know the struggles of everyday household odors. And with two little ones, it really puts my mind at ease knowing that Febreze ONE is gentle and effective in combating those smells without the use of aerosols, dyes or heavy perfumes."

Tamera is opening up the doors to her home and sharing how she relies on Febreze ONE to help eliminate everyday odors within her own living space. The mini-episodes, entitled the "ONE Happy Home" video series, can be found on the Febreze YouTube page.

ZzzQuil PURE Zzzs

ZzzQuil PURE Zzzs

ZzzQuil PURE Zzzs Gummies offer a new option that is vegan, vegetarian, drug-free and contains an optimal level of melatonin and a unique blend of lavender, chamomile, valerian root and lemon balm. Whether you can’t have gluten, you’re dairy-free or just looking for something to help you fall asleep naturally, the gummies are non-habit forming and free of artificial flavors, gluten, lactose and gelatin.

Pampers Pure

Pampers Pure

Chrissy Teigen recently joined forces with Pampers to collaborate on their new Pampers Pure line. In this first-of-its-kind creative-led partnership for Pampers, Chrissy will provide her mom expertise and fashion know-how, collaborating with designers, R&D and marketing on all things Pampers Pure, like the adorable diaper prints.

"From the moment Luna was born, John [Legend] and I, like all parents, have done anything we can to make sure she is happy, healthy and loved. Luna has super sensitive skin so choosing what we think is best for her is especially true when it comes to diapers and wipes. A Pampers diaper was the first thing she wore, and I have always relied on them. Pampers Pure gives me the protection I trust from Pampers with new choices that are important to me, like no fragrance or lotion. Plus the diapers are so stylish and fun! I didn’t think Luna’s tush could be any cuter, but her llama butt is the cutest!"

Gain Botanicals

Gain Botanicals

For the first time ever, Gain is offering a plant based detergent option: Gain Botanicals. This line is free from dyes, phosphates and brighteners, so your skin will thank you. Two beautiful, nature-inspired scents Orange Blossom Vanilla and White Tea Lavender are both regular and HE washer compatible.

Whisper Pure Cotton

In late September of 2017, we launched Whisper Pure Cotton in China—our new premium pad with a 100% natural cotton top-sheet. According to David's address at CAGNY meeting in February, we have launched additional Feminine Care natural test-and-learn offerings across key markets.


Cincinnati Business Courier also reported on our recent acquisition of an ingredient-conscious company. In November of 2017, we acquired Native deodorant of San Francisco.