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SAFEGUARD PUMPS UP ITS SOAPLINE

 SAFEGUARD PUMPS UP ITS SOAPLINE
 CINCINNATI, March 2 /PRNewswire/ -- Procter & Gamble (NYSE: PG) will


introduce new Liquid Safeguard, an antibacterial liquid soap available with the added benefit of a moisturizer. New Liquid Safeguard, an extension of the company's successful Safeguard antibacterial bar soap, will be available nationwide beginning April 1.
 "We are excited about new Liquid Safeguard's ability to meet consumers' top two current unmet needs -- degerming and moisturization," says Rob Malcolm, vice president and general manager of Procter & Gamble's Personal Cleansing Category.
 The consumer products giant sees an opportunity to secure a portion of the liquid soap segment, which has grown 700 percent since its inception in 1980, six times the growth of bar soaps.
 Available in two product formulas -- Regular and with Moisturizer -- new Liquid Safeguard will enable consumers to eliminate millions of germs with the added benefit of smooth, soft skin. Recently, antibacterial soaps have become popular in combating household germs that can contribute to illnesses or infections such as colds, influenza, strep throat, pink eye and staph infections.
 Malcolm says Liquid Safeguard will look to capitalize on America's ever-growing liquid soap market.
 "Even though the liquid soap market has been growing at a tremendous rate, the fact that liquids encompass only 12 percent of the total soap market and are used by less than 60 percent of U.S. households, leads us to believe there is ample room for continued growth of the liquid soap segment," says Malcolm.
 The growth of the liquid soap segment in the personal cleansing category has been spurred by consumer demand for a more convenient, less messy and aesthetically pleasing alternative to bar soaps.
 "Both versions of New Liquid Safeguard are preferred by consumers over the leading antibacterial liquid soap in overall rating, skin benefits and appearance. The with Moisturizer formula is just as powerful at eliminating germs and contains a moisturizer that helps leave hands feeling soft and smooth," says Malcolm.
 New Liquid Safeguard will also capitalize on the equity created by the brand's established antibacterial bar soap. Since its introduction in 1965, antibacterial Safeguard bar soap has been a consumer favorite.
 "As the first liquid antibacterial soap to be packaged in clear, recyclable PET bottles, we anticipate New Liquid Safeguard to be competitively priced at $1.79 for the 7.5 ounce dispenser and $2.69 for the 16-ounce refill," says Malcolm.
 -0- 3/2/92
 /CONTACT: Curt Johnson of Burson-Marsteller, 312-329-7606, for Safeguard/
 (PG) CO: Procter & Gamble ST: Ohio IN: HOU SU: PDT PS -- NY092 -- 4199 03/02/92 17:28 EST
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Mar 2, 1992
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