ADDING MULTIMEDIA Febreze® Partners with Jane Lynch to Tackle “Noseblindness,” the Smelly Elephant in Your Living Room
New Survey Results Indicate Hosts Worldwide Believe They’re Guest Ready… Guests Want to Tell Them to Guess Again
CINCINNATI--(BUSINESS WIRE)--Febreze® has teamed up with actor and comedian Jane Lynch to shed light on a naturally occurring condition that affects many but is rarely discussed in polite company: noseblindness. Noseblindness occurs naturally over time when a person becomes accustomed to surrounding smells, and can no longer easily detect those distinct odors. With the help of Jane Lynch and a new video released today, Febreze is bringing the issue to the forefront and encouraging dialogue about what your guests really smell.
“Noseblindness is the combination of odor adaptation, a decrease in ability to sense odors after initial exposure, and odor habituation, a decrease in sensory awareness towards a fixed familiar signal within the environment”
“You can’t control how your dog smells on any given day or the fact that your teenage son soaks himself in musky body spray. That’s life, people!” said Lynch. “Get over it. Embrace it! And embrace Febreze since it’s been proven to eliminate odors, as opposed to simply masking them, which doesn’t get to the root of the problem.”
A new global survey from Atomik Research concluded that home odor is very important to both residents and guests. To the embarrassment of hosts worldwide, guests have a keen ability to detect any stink: nearly half of those surveyed (48%) said that they could make out someone’s home simply by the odor alone. Furthermore, residents are often immune to the scent of their own homes; one third (30%) said that they don’t think their own home has a specific signature scent, and nearly a quarter (24%) admitted that having a sour-smelling home would be the single most embarrassing thing to hear about their home.
“Noseblindness is the combination of odor adaptation, a decrease in ability to sense odors after initial exposure, and odor habituation, a decrease in sensory awareness towards a fixed familiar signal within the environment,” said Dr. Rachel Herz, published author and professor at Brown University with an expertise in olfactory psychology. “Thousands of years ago, the olfactory system was just exposed to natural scents from which to identify life-threatening dangers and odors important to our survival. Now, due to human modernization, the olfactory system has to deal with sensory overload from all the fragrances and aromas that surround us and still tease apart the ones that are vital.”
Febreze® contains proprietary mal-odor elimination technologies, including cyclodextrin, the patented molecule that gives Febreze the ability to eliminate odors and replace them with a pleasant scent. Febreze also contains pH neutralizers that adjust the pH balance and structure of pungent odors.
In 1998, Procter & Gamble (P&G) gave households a breath of fresh air with the launch of Febreze®, known today as the preeminent brand for providing a fresh, clean scent and eliminating odors from fabrics and the air.
Febreze® boasts a line of products with freshness capabilities that range from ridding of pet odors and tackling sweat stink to decorating the home with scent and freshening on the go. Febreze® continues to be one of the fastest growing brands in P&G’s portfolio of household brands and bring innovative products to market. Fresh air is an essential and basic human right, and that the air we breathe can give us “fresh starts.”
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®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® 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.