Health

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.

About Dr. Alan Hirsch
Dr. Alan Hirsch, also known as “Dr. Smell”, has appeared as a featured guest on dozens of national television programs. As the founder and neurological director of the Smell & Taste Treatment and Research Foundation in Chicago, Dr. Hirsch specializes in the evaluation, diagnosis and treatment of many smell and taste-related disorders. For over 25 years, Dr. Hirsch has dedicated his medical career to helping people to overcome the loss of smell and taste sensations and once again enjoy fulfilling lives. He has also used his expertise to assist people with normal sensory abilities to take advantage of the full power of their senses of smell and taste. To date, Dr. Hirsch has conducted more than 200 studies on sensory phenomena and disorders. Many of these studies have explored how enhancing certain smells and tastes can impact eating patterns, mood, perception and even learning speed.

About Mario Fernandez
Internationally-renowned floral designer and educator, Mario Fernandez, is setting the trend in floral designs. From Belle Fleur, his floral shop and education facility in Coral Gables, his floral works have graced the homes and functions of many famous celebrities as well of some of the most popular South Florida’s sports figures and top fashion designers who have included Mario’s work in many of their runway shows. He has contributed his time and floral knowledge to popular Spanish language television shows such as Sabado Gigante, El Show De Cristina and El Show del Gordo y la Flaca. His designs can also be seen on Univisions’ Despierta America. Mario has received some of the industry’s top honors and recognitions and has served as a contributing editor for the industry’s most recognized publications throughout Central and South America, the Caribbean, Canada and the United States. To learn more about Mario’s work, please visit http://www .bellefleurshops.com.

About Tide(R)
For almost 60 years, Tide has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. Please visit http://www .tide.com for helpful product information, practical tips on laundry care, special offers and promotions, updated fabric care articles, and an interactive Stain Detective, which provides official Tide stain removal solutions.

About Procter & Gamble
Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella, Gillette(R), and Braun. The P&G community consists of almost 140,000 employees working in over 80 countries worldwide.

Since the early 1960s, P&G has developed and supported programs to enrich the lives of Hispanics in the U.S. Local P&G programs and partnerships have had a positive impact – fulfilling aspirations, providing opportunity, and preserving the rich culture of Hispanics. For more information on P&G's longstanding and committed relationship to the Hispanic community and for the latest news and in-depth information about P&G and its brands, please visit http://www.pg.com/diversity.