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CHEER'S BREAKTHROUGH TECHNOLOGY DRAMATICALLY ENHANCES THE CARE OF COLORED COTTONS

 -- New Product Gets Support From Cotton Incorporated --
 NEW YORK, March 9 /PRNewswire/ -- The Procter & Gamble Company


(NYSE: PG) today announced a technological breakthrough in the care of colored cotton fabrics. New Cheer With Advanced Color Guard dramatically enhances the appearance and extends the wearability of washable colored cottons through the use of Carezyme -- a proprietary technological innovation.
 The effect of Carezyme technology on cotton is so significant that Cotton Incorporated has placed its highly recognized Seal of Cotton on new Cheer packaging, and in advertising and promotional materials. Cotton Incorporated is the fiber company of American cotton producers and its Seal of Cotton is one of the most recognized trademarks in the United States.
 "Cheer's Carezyme technology helps keep colored cotton and cotton blend fabrics looking newer, longer," said A.G. Lafley, president -- Laundry and Cleaning Products, Procter & Gamble USA. "Because cotton and cotton blends represent more than 80 percent of all washloads today, this detergent innovation benefits virtually everyone who does laundry."
 J. Nicholas Hahn, president and CEO of Cotton Incorporated, said, "The dramatic difference in colored cottons washed in new Cheer With Advanced Color Guard convinced us that this product offers a significant benefit for consumers. The appearance of our Seal of Cotton is indicative of the full support we place behind this product."
 "Cotton Incorporated's goal is to maximize consumer satisfaction with cotton textile products and to build awareness of the benefits of cotton fibers," Hahn said. "We believe this partnership with Cheer contributes to that goal by supporting an important product breakthrough that helps consumers get the most value out of their washable cotton items."
 "We are extremely proud of the support from Cotton Incorporated," Lafley added. "In 1990, Cheer With Color Guard was the first detergent in the laundry category to introduce color protection. The technological breakthrough in new Cheer With Advanced Color Guard builds on that tradition and takes cotton and cotton blend fabric care to a new level."
 Technological Breakthrough
 David DiGiulio, director of product development for the Laundry Category at Procter & Gamble, said, "New Cheer provides superior color protection, helps extend the wearability of cotton garments and provides excellent overall cleaning. Cheer's new Carezyme technology helps keep cotton fabrics looking newer and more colorful longer by reducing the build-up of fuzz on fabrics which can cause clothes to look dull and worn."
 Over time, and after repeated washing and wearing, cotton fibers can lose their natural structure and form ase new Cheer leaves fabrics smoother, the re is less chance that dirt will be trapped in the fabric.
 Carezyme's development is the result of a worldwide effort involving researchers from many countries. Its unique structure and application provides dramatic color protection and care of cotton unmatched by any other technology. Carezyme is a special type of naturally occurring enzyme called cellulase.
 Futuristic Outlook
 Best selling author and trend expert Faith Popcorn commented on new Cheer and its benefits to consumers in a recent BrainReserve TrendPack mailing. A proponent of examining changing consumer habits and perceptions to predict future trends, Ms. Popcorn comments that, "New Cheer With Advanced Color Guard signals a new phenomenon in consumer products."
 "The trend toward natural fibers will continue. Over the years, fashion and home furnishings designers have shown that cotton is a durable fabric that is easy to care for. Now, scientific advancement such as that in new Cheer will allow cotton to last longer, providing greater value for consumers' colored cotton purchases," said Ms. c?orn.
 Market Introduction
 National shipments of new Cheer With Advanced Color Guard began in February. The product should be broadly available on store shelves this spring. Cheer advertising incorporating the Seal of Cotton begins in April as do in-store promotions. These include live demonstrations at retail customers' stores to illustrate the benefits of new Cheer on a one-on-one basis to consumers.
 The product is available in new Cheer With Advanced Color Guard, regular formula and dermatologist-tested "CheerFree" formula, in both powder and liquid forms. Regular Cheer With Advanced Color Guard comes in 10-,18-,30-,42-,85- and 120-use powder, 50- and 100-ounce bottles, and 40-ounce refill liquid sizes. CheerFree With Advanced Color Guard comes in 18-, and 42-use powder, 50- and 100-ounce bottles, and 40-ounce refill liquid sizes.
 -0- 3/9/93
 /CONTACT: Elaine Matthews of Procter & Gamble, 513-945-8036, or Pat Plodzeen, 212-614-4864, or Audrey Adlam, 212-614-5035, both of Burson- Marsteller, for Procter & Gamble/
 (PG)


CO: Procter & Gamble Company, Cotton Incorporated ST: New York IN: REA SU: PDT

TM-LD -- NY006 -- 4426 03/09/93 10:02 EST
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Copyright 1993 Gale, Cengage Learning. All rights reserved.

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Date:Mar 9, 1993
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