Dreft Unveils Their Largest Innovation in Over Half a Decade with a New Line of Laundry Care Products Designed to Meet the Needs of Different Stages of Babyhood

Dreft, the No. 1 baby laundry detergent choice of pediatricians, the No. 1 dermatologist recommended brand for baby clothes, and a trusted name in fabric care for over 80 years, has announced its largest innovation in more than half a decade. Understanding that laundry needs for little ones evolve as they grow and develop, Dreft has expanded its product line-up to meet every baby life stage – from pregnancy through toddlerhood and beyond. Now with Dreft's new line of laundry care products, families can focus less on the mess and more on the amazing moments they share together.

Dreft, a trusted name in fabric care for over 80 years, has announced its largest innovation in more than half a decade as it welcomes new laundry-care items to its brand portfolio. As they unveil their new product offerings, Dreft has partnered with new mom, singer and songwriter, Kelly Rowland, to celebrate the amazing moments and stages of babyhood. (Photo: Matt Sayles/Invision Agency for Dreft)

Dreft's portfolio of laundry-care products now includes:

• Dreft Stage 1: Newborn Liquid Detergent: With Dreft Stage 1: Newborn, expectant and new parents can wash their little one's fabrics with Dreft’s renowned hypoallergenic formula, designed to be tough on stains and gentle on baby’s skin, with the beloved baby scent families have come to know and love from the brand.
• NEW Dreft Stage 2: Active Baby Liquid Detergent: Specially designed with a growing, developing little one in mind, new Dreft Stage 2: Active Baby helps to remove 99% of baby food stains and other outdoor messes with a gentle, hypoallergenic formula and fresh scent.
• NEW Dreft Blissfuls in-wash scent boosters: Dreft Blissfuls gives families the baby fresh scent they love. Safe on all fabrics, these scent boosters help bring back that nostalgic, amazing baby scent with every wash.

As they unveil their new product offerings, Dreft has partnered with new mom, singer and songwriter, Kelly Rowland, to celebrate the amazing moments and stages of babyhood. Kelly and her son, 6-month-old Titan, whose own laundry needs are changing as he transitions from a newborn to an active baby, will be chronicling the unforgettable moments they share as a family exclusively on Dreft's social media channels. Fans can view their "Journey of Amazinghood" videos on Dreft's Instagram, Facebook, Twitter and YouTube pages throughout 2015.

"I am beyond excited to partner with Dreft as they introduce their new line of products. They are a staple in my laundry room," said Kelly Rowland. "I used Dreft when I was pregnant with Titan to prepare his clothes for his arrival and now that my 'little man' is growing and exploring the world around him, I am thrilled that Dreft's Active Baby will help me clean the messes I know he is going to get himself into! I must admit - I have been using Dreft Blissfuls on my own clothes so I can take that delicious baby smell, that reminds me of Titan, with me wherever I go. If you have a little one at home, you've got to try these products!"

The new Dreft portfolio addresses the changing needs of a family’s laundry journey. Even before the birth of their baby, new parents are looking for products that are gentle to wash their newborn’s clothes, such as Dreft Stage 1: Newborn. As babies grow and explore their world, families are looking for a stronger detergent, like Dreft Stage 2: Active Baby, that can tackle the mess while still being gentle and hypoallergenic. Life with a little one moves fast and parents can feel nostalgic and sentimental when babies outgrow their newborn clothes and need to wash their “bigger-kid” clothes – bringing a need for Dreft’s Blissfuls scent boosters to help bring back the memories of the entire amazing journey with just one sniff.

"As a brand that has been meeting the laundry needs of families for over 80 years, we know that for many moms and dads, doing baby’s laundry is more than just an ongoing chore – it serves as way to relish in the amazing moments and stages of baby's development," said Robert Reiss, Procter & Gamble, Brand Manager for Dreft. "We are thrilled to share our newest offerings with families - just like Kelly's - across the country as we celebrate the amazing journey of babyhood."

To view the first "Journey of Amazinghood" video featuring Kelly Rowland and her son, Titan, please visit: http://youtu.be/MO8pWQhVwMk

To see upcoming "Journey of Amazinghood" videos featuring Kelly Rowland and her son, Titan, please follow Dreft on:

• Instagram (@Dreft or www.instagram.com/Dreft)
• Facebook (www.facebook.com/Dreft)
• Twitter (@Dreft or www.twitter.com/Dreft)
• YouTube (www.youtube.com/Dreft)

For more information on Dreft's product offerings, please visit www.Dreft.com. To follow the conversation online, please use #Amazinghood.

About Dreft

As the baby laundry detergent brand most recommended by pediatricians, and the #1 dermatologist recommended brand for baby clothes, Dreft is specially formulated to be gentle on baby’s skin and tough on stains. Parents have relied on Dreft for over 80 years to help bring cuddle time to a whole new level of warm and fuzzy. Now Dreft has a product for every stage of babyhood, each specially formulated with growing little ones in mind. From pregnancy through toddlerhood and beyond, Dreft’s family of products has you covered every step of the way on the big, messy, amazing, beautiful journey ahead. Dreft is available at retailers nationwide, in-store and online. For more information and the latest news, please visit www.dreft.com.

About Procter & Gamble

P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

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