In 1998, Procter and Gamble (P&G) introduced a new household product intended to enable consumers to remove odors from fabrics – Febreze. This product uses a compound called cyclodextrin, which has a cone-shape which allows it to trap volatile molecules that cause odors. According to Chemical and Engineering News, “Procter & Gamble introduced a cyclodextrin-containing fabric spray called Febreze. When sprayed on a fabric, some of the cyclodextrins in the product release a pleasant fragrance. Other unfilled cyclodextrins in Febreze go to work absorbing odors”http://pubs.acs.org/cen/coverstory/84/8442cover4.html

P&G called the new product Febreze, combining sounds reminiscent of “fabric” and “breeze” trying to convey the message that the product makes fabrics smell as if they had been aired out in the wind. The Febreze line had two additional products added in 2004-–Air Effects and ScentStories. The former is an aerosol intended to do for the air in a room what the original fabric spray does for fabrics – namely trap odor molecules and replace them with pleasant smelling fragrances. The latter is a themed disc which adds a new scent to the room once every half hour. ScentStories comes with its own special player.http://www.pg.com/en_CA/product_card/hh_febreze.shtml For the ScentStories launch, P&G signed singer Shania Twain and used her music in its commercials. http://www.allbusiness.com/marketing-advertising/4145028-1.html

Febreze coupons and promotions are frequently offered on the Febreze site.http://www.febreze.com/en_US/special_offers/febreze_coupons.do

The Procter & Gamble corporation has three global units: health and well being, beauty, and household care. P&G brands include many top over the counter medications, toothpaste, laundry detergents, paper goods, razors, batteries, etc. P&G has in its stable more than 20 brands with annual sales in excess of $1 billion each.http://www.hoovers.com/company/The_Procter__Gamble_Company/rrtrri-1.html

After the launch of Febreze, rumors spread on the Internet that it is dangerous to household pets, such as dogs. According to Snopes.com, these rumors are false. “The National Animal Poison Control Center … have no evidence that Febreze, when used according to label instructions is harmful to pets. In fact, they say, it’s now approved by the ASPCA for use around cats and dogs… Febreze … since December, 1998 does not contain Zinc Chloride."http://www.snopes.com/critters/crusader/febreze.asp12

This is borne out by an ASPCA press release which states: “January 11, 2002 -- Febreze has recently been granted the ASPCA Seal of Approval as a pet-related product that meets The Society's standards of quality, general safety and usefulness. Based on a thorough review by veterinary toxicologists at the ASPCA Animal Poison Control Center, together with other outside experts, the ASPCA considers Febreze safe in households with dogs and cats when used as directed. Contrary to rumors being spread over the Internet, The ASPCA knows of no substantiated evidence that the use of Febreze has caused the death of any dogs or cats.”http://www2.aspca.org/site/News2?page=NewsArticle&id=835213

In August, 2010, the makers of Febreze announced a new product in their line of home odor-reducing items. This new product is called Set & Refresh, and is a small air freshener in a white plastic case that is set anywhere within a room. Refill cartridges are required for the unit. The makers of Febreze claim that the product is revolutionary because it will help to refresh the smells within a home for up to 30 days.http://www.marketwatch.com/story/febreze-introduces-air-freshener-innovation-to-freshen-noticeably-longer-than-cones-2010-08-11?reflink=MW_news_stmp The product is available in most supermarkets and in online shops.

Febreze has a wide array of odor-fighting products:http://www.febreze.com/en_US/home.do,http://www.pg.com/en_CA/product_card/hh_febreze.shtml

1. Febreze Fabric Refresher spray
2. Febreze NOTICEables – scented oil warmer
3. Febreze Air Effects spray
4. Febreze Candles
5. Febreze Sport Extreme Odor Eliminator
6. Febreze Home Collection Flameless Luminary
7. Febreze Home Collection Room Spray
8. Febreze Home Collection Scented Reed Diffuser
9. Febreze Home Collection Soy Blend Candle
10. Febreze Laundry Odor Eliminator
11. Febreze ScentStories
12. Febreze Antibacterial
13. Febreze Allergen Reducer
14. Febreze Auto
15. Febreze Set & Refresh