P&G and Target Partner for 'Touch of Scent' Campaign

CINCINNATI — Procter & Gamble’s home care brands are teaming up with Target Corp. to launch the “Touch of Scent on Every Room” campaign, P&G announced yesterday. It aims to help enhance the moods and environment of Hispanic consumers with scent tips, based on research conducted by taste and smell expert Alan Hirsch. As part of a promotion that began June 17 and runs through July 17, Target shoppers can enjoy the of scents of lavender, jasmine, roses, violets, lilies and cinnamon by taking advantage of special promotions on Tide, Dawn, Febreze, Downy, Gain, Bounce, Cascade and Mr. Clean products at select Target stores. “Scents can generate reactions in the frontal lobe and the hypothalamus that influence people’s moods and behaviors,” said Hirsch. He noted that lavender evokes a relaxed mood, jasmine triggers alertness and roses bring about nostalgia and happy memories. Hispanic consumers, according to P&G research, are avid scent-seekers.

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