P&G said Wednesday that it plans to share online all fragrance ingredients down to 0.01% for its full U.S. and Canadian product portfolio by the end of 2019. The move encompasses more than 2,000 fragranced products and includes such brands as Tide, Febreze, Herbal Essences and Olay.
The consumer products giant noted that it’s the first company to provide that level of fragrance ingredient detail across such an extensive product portfolio.
“Our goal is to give people information that is clear, reliable and accessible. This is another step in our sustainability journey toward enabling consumers to make informed choices,” Procter & Gamble chief technology officer Kathy Fish stated. “We want people to feel great about putting our products in their shopping baskets. We’re providing more information about fragrance ingredients because we believe this will build even greater trust in the quality and safety of all of our products.”
Plans call for P&G to initially focus on its fabric, home and beauty care products where there’s the most consumer interest, followed additional product categories and geographies over time. The extra detail will go beyond listing fragrance ingredients to include where else the ingredients can be found, such as in fruit, food and other products, the company said.
For instance, the more detailed listing for Herbal Essences Bio Renew Arabica Coffee Fruit shampoo said the ingredient ethyl hydroxypyrone is a “sweet caramel aroma also found in a wide number of other foods and product fragrances.” Similarly, the expanded disclosure for Olay Regenerist Revitalizing Serum list the ingredient limonene as a “citrus aroma also found in oranges, citrus fruit and a wide number of other foods and product fragrances.”
P&G said that although the company already shares its full fragrance palette and a list of ingredients not used in fragrances, the extra detail gives consumers more reliable information to help choose what’s best for them.
Environmental Working Group president Ken Cook welcomed the broader ingredient transparency from P&G.
“EWG applauds Procter & Gamble’s groundbreaking decision to dramatically improve transparency about its fragrance ingredients across all of its brands. The policy announced today not only demonstrates P&G’s deep commitment to providing consumers everywhere with the information they increasingly demand, it also marks a turning point for the entire consumer product industry,” Cook commented.
He added, “EWG has long considered transparency a major driving force in consumer product markets. The example set by Febreze, Tide, Olay and Herbal Essences today will without question encourage greater ingredient transparency efforts throughout the industry, providing consumers with the information they want and need to make better, healthier choices for themselves and their families.”
P&G’s roster of brands includes 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 and Whisper, among others.