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Tide(R) Simple Pleasures (TM) Join Forces with Smell Expert and with Celebrity Florist to Offer Hispanic Consumers Floral Scent Tips to Inspire Moods

Miami, FL--(HISPANIC PR WIRE)--November 29, 2006--The benefits of flowers may go far beyond what is normally believed. Flowers not only have a pleasing visual impact, but their scents may impact one’s mood. P&G’s brand Tide(R) Simple Pleasures(TM) has joined celebrity floral designer, Mario Fernandez to share with Hispanic consumers the results of research conducted by taste and smell expert Dr. Alan Hirsch that demonstrate that the scents of flowers may influence the mood of different environments at home, the office and other places.

The use of scents has become increasingly popular in household products and P&G’s consumer research has shown that Hispanic consumers are particularly avid scent seekers. According to Dr. Alan Hirsch, M.D., F.A.C.P. and Founder and Neurological Director of The Smell and Taste Treatment and Research Foundation, floral scents are a natural source of mood enhancers. Their benefits can be obtained not only with fresh flowers but also through different vehicles such as candles, potpourri, and soaps. You can also enjoy floral scents through laundry detergents. “There is no question that certain scents have the power to inspire moods,” said Dr. Hirsch. “People can almost instantly derive pleasure from smelling distinct scents in their living room or in the office and even on the clothes they wear. Coupling some of those scents with a person’s favorite article of clothing will no doubt create an incredible scent experience.”

For Mario Fernandez, whose work has graced the homes and functions of many celebrities and whose arrangements have decorated popular Hispanic television show sets nationwide, the choice of flowers and aromas requires special attention. “I need to take many things into consideration when creating a flower arrangement for my clients, not only finding the perfect harmony of flowers and color combination and the right vase but also I have to consider their lifespan and aroma”, said renowned, celebrity floral designer, Mario Fernandez who has been working with flowers for over two decades. “I’m a true believer in the power of flowers and I am happy to be a part of this effort to raise awareness about their many benefits. Consumers can learn to choose the flowers and aromas that best complement the environment of each room of their house according to the occasion.”

In addition to buying fresh flowers, burning candles and spraying a hint of air freshener, you can now enjoy that scent in your clothes by relying on your laundry detergent. Tide Simple Pleasures, a new P&G detergent, incorporates naturally inspired flower scents to the laundry experience. “At P&G we are committed to developing products specifically designed to meet the needs and preferences of our Hispanic consumers”, said Anelsie Ramos, Hispanic External Relations Manager for Tide. “With the introduction of Tide Simple Pleasures, we will provide them with the opportunity to surround themselves with the naturally inspired scents they enjoy, to help make them feel good when they wear their favorite clothes.”

According to studies by Dr. Hirsch, the following flower scents may affect a person’s moods:
-- Lavender: Studies show that the smell of lavender triggers alpha waves in the posterior part of the brain associated with a relaxed state. The scent of lavender can stimulate relaxation.
-- Jasmine: Jasmine’s scent triggers beta waves in the front of the head, which stimulate alertness. Jasmine has been proven to help focus and increases hand-eye coordination. According to Dr. Hirsch’s findings, the smell of Jasmine has also been proven to enhance athletic performance and improve their scores in sports that require concentration.
-- Roses: There are over a hundred varieties of roses and not only is this flower a symbol of romance, but the scent of roses also increases olfactory evoked nostalgia that will bring happy moments back to memory. Dr. Hirsch recommends using roses in social areas as well as when you have a visitor at your house.
-- Violets: Dr. Hirsch’s studies also showed that violets enhance learning speed by 17%, and improve concentration when used in study rooms.
-- Lilies: The scent of Lilly has been proven to increase wakefulness and help you stay alert.

According to Dr. Hirsch other aromas such as cinnamon and pine may also bring happy moments back to memory and may lift your spirits.

Tide Simple Pleasures fills clothing with peaceful and invigorating scents, providing a unique scent experience in a detergent with amazing cleaning power. The detergent is available in three distinct varieties: relaxing Vanilla and Lavender, refreshing Water Lily and Jasmine, and romantic Rose and Violet.

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