P&G says it is the first company to commit to this level of fragrance ingredient detail across such a broad product portfolio.
The move, according to P&G, builds on previous steps the company has taken over the past five years in recognition of consumers’ growing interest in knowing what ingredients are in the products they use. P&G shares its full fragrance palette as well as a list of ingredients not used in fragrances. The additional level of detail on product fragrance ingredients announced today will offer consumers more reliable information to help choose what’s best for them and their families, said the company.
“Our goal is to give people information that is clear, reliable and accessible. This is another step in our sustainability journey toward enabling consumers to make informed choices,” said Kathy Fish, chief technology officer at Procter & Gamble. “We want people to feel great about putting our products in their shopping baskets. We’re providing more information about fragrance ingredients because we believe this will build even greater trust in the quality and safety of all of our products.”
P&G says it will go a step beyond listing fragrance ingredients to include where else these ingredients can be found, such as everyday fruits, foods, and other products.
P&G provided some initial examples of what the expanded fragrance disclosures include on selected Tide , Febreze , Herbal Essences and Olay products. P&G will first focus this effort on its fabric, home and beauty care products where there is the greatest consumer interest and will expand across additional product categories and geographies over time.
“EWG applauds Procter & Gamble’s groundbreaking decision to dramatically improve transparency about its fragrance ingredients across all of its brands. The policy announced today not only demonstrates P&G’s deep commitment to providing consumers everywhere with the information they increasingly demand, it also marks a turning point for the entire consumer product industry,” said Environmental Working Group president Ken Cook. “EWG has long considered transparency a major driving force in consumer product markets. The example set by Febreze, Tide, Olay and Herbal Essences today will without question encourage greater ingredient transparency efforts throughout the industry, providing consumers with the information they want and need to make better, healthier choices for themselves and their families.”