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Wins for Spruce &amp; Zevo Spotlight Success in Solving Unmet Consumer Needs Through Category-Disrupting InnovationCINCINNATI--(BUSINESS WIRE)--<a href="https://twitter.com/hashtag/PGVentures?src=hash" target="_blank">#PGVentures</a>--When P&amp;G Ventures (PGV) launched in 2015, the goal was not only to create products, but to build entirely new businesses to solve unmet consumer needs and redefine the categories that make consumers’ lives better. <a href="https://mms.businesswire.com/media/20260224370791/en/2728809/5/2026_POTY_Winners.jpg"><img src="https://mms.businesswire.com/media/20260224370791/en/2728809/22/2026_POTY_Winners.jpg" /></a> <a href="https://mms.businesswire.com/media/20260224370791/en/2728809/5/2026_POTY_Winners.jpg"><img src="https://mms.businesswire.com/media/20260224370791/en/2728809/21/2026_POTY_Winners.jpg" /></a> <a href="https://mms.businesswire.com/media/20260224370791/en/2728800/5/PGV_FullColor_on_White.jpg"><img src="https://mms.businesswire.com/media/20260224370791/en/2728800/22/PGV_FullColor_on_White.jpg" /></a> <a href="https://mms.businesswire.com/media/20260224370791/en/2728800/5/PGV_FullColor_on_White.jpg"><img src="https://mms.businesswire.com/media/20260224370791/en/2728800/21/PGV_FullColor_on_White.jpg" /></a>
Today, that vision has been recognized on a national stage as PGV is proud to announce a double victory: <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fspruceit.com%2F&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=Spruce+Weed+%26amp%3B+Grass+Killer&amp;index=1&amp;md5=a59216ee14e0230f69a0b6834c342d0e" rel="nofollow" shape="rect">Spruce Weed &amp; Grass Killer</a> and <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fzevoinsect.com%2F&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=Zevo+Worry-Free+Pest+Solutions&amp;index=2&amp;md5=3e3a18885f06a6c983fa499a3434d65e" rel="nofollow" shape="rect">Zevo Worry-Free Pest Solutions</a> have both been named 2026 Product of the Year winners in their respective weed killer and pest control categories.
“It is an incredible honor to see both of our new P&amp;G Ventures Brands crowned simultaneously as Product of the Year Award winners. It confirms that our focus of solving unmet consumer needs with superior innovation is working,” said Guy Persaud, President of New Business, Procter &amp; Gamble. “We are on a journey to grow the pest control and lawn care categories, by helping families avoid trade-offs between effectiveness and safety, and look forward to continuing to learn how to serve our consumers better every day.”
Spruce Weed &amp; Grass Killer - Winner in the Weed Killer Category
Spruce Weed &amp; Grass Killer works on contact, with visible results in one hour. It is formulated with simple and effective ingredients, and is safe for use around people, pets, and bees when used as directed. Thanks to Spruce’s wide range of products, weed control is no longer a time-consuming struggle, but a quick task that delivers visible results in as little as an hour with dead weeds in one day. For more information on Spruce, visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Furldefense.com%2Fv3%2F__http%3A%2Fspruceit.com__%3B%21%21NgSi4SaN6ydtRVQ-%211OAQ4p9bMFR6P_zzCQgAzcQpRnEP6zgqaVqx8etP9yCMdyljieGSX3s38p5ngMwAcO702RDa3FuxV_W36whSWZru_231%24&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=SpruceIt.com&amp;index=3&amp;md5=9f0f85e0be7eeaf1a9db391de6005bee" rel="nofollow" shape="rect">SpruceIt.com</a> or connect on <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Fwww.instagram.com%2Fjustspruceit%2F__%3B%21%21NgSi4SaN6ydtRVQ-%211OAQ4p9bMFR6P_zzCQgAzcQpRnEP6zgqaVqx8etP9yCMdyljieGSX3s38p5ngMwAcO702RDa3FuxV_W36whSWWLzZdT5%24&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=Instagram&amp;index=4&amp;md5=335357056e83c74947cba557415c56b5" rel="nofollow" shape="rect">Instagram</a>, <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Fwww.tiktok.com%2F%40justspruceit__%3B%21%21NgSi4SaN6ydtRVQ-%211OAQ4p9bMFR6P_zzCQgAzcQpRnEP6zgqaVqx8etP9yCMdyljieGSX3s38p5ngMwAcO702RDa3FuxV_W36whSWQ_YxNRd%24&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=TikTok&amp;index=5&amp;md5=dc16d5d5d1262b11a4707e041a3883e4" rel="nofollow" shape="rect">TikTok</a>, and <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Fwww.facebook.com%2Fjustspruceit__%3B%21%21NgSi4SaN6ydtRVQ-%211OAQ4p9bMFR6P_zzCQgAzcQpRnEP6zgqaVqx8etP9yCMdyljieGSX3s38p5ngMwAcO702RDa3FuxV_W36whSWW_3BbdL%24&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=Facebook&amp;index=6&amp;md5=4fd2d3c6896e2a3b702fa96897490680" rel="nofollow" shape="rect">Facebook</a>.
Zevo Plant and Compact Flying Insect Traps - Winner in the Pest Control Category
Zevo’s Plant and Compact Flying Insect Traps attract bugs 24/7 using blue &amp; UV light to lure, trap and kill 99.9% of trapped bugs. Designed to seamlessly fit into your home, Zevo’s sleek and compact design fits into almost any space, providing year-round protection for all of life’s moments. For more information, visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fzevoinsect.com%2F&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=ZevoInsect.com&amp;index=7&amp;md5=fcd3d4fd5a99374f1d4f08d846b23e6b" rel="nofollow" shape="rect">ZevoInsect.com</a> or connect on <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.facebook.com%2FZevoinsect&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=Facebook&amp;index=8&amp;md5=c362c5e061d4af8da988e7619e805f66" rel="nofollow" shape="rect">Facebook</a> and <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.instagram.com%2Fzevoinsect%2F&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=Instagram&amp;index=9&amp;md5=3c2da215661bc8d4a7b66c9ee8f18775" rel="nofollow" shape="rect">Instagram</a>.
Product of the Year award winners were voted on by 40,000 American shoppers in a national survey by leading global research company, Kantar. The survey is designed to evaluate product innovation on several criteria, including product appeal, advocacy, purchase intent, and more.
About Spruce™
Spruce is a worry-free and fast-acting weed &amp; grass killer that delivers visible results in one hour and is safe for use around people, pets, and bees when used as directed. Formulated and developed by scientists at Procter &amp; Gamble, Spruce is Pet Friendly and Weed Deadly with simple yet effective ingredients. It is the #1 credentialed weed killer, including winning the Product of the Year Award, Parent Tested Parent Approved Award, and is backed by the Good Housekeeping Seal. Spruce products are available at major retailers across the U.S. For more information on Spruce, visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Furldefense.com%2Fv3%2F__http%3A%2Fspruceit.com__%3B%21%21NgSi4SaN6ydtRVQ-%211OAQ4p9bMFR6P_zzCQgAzcQpRnEP6zgqaVqx8etP9yCMdyljieGSX3s38p5ngMwAcO702RDa3FuxV_W36whSWZru_231%24&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=SpruceIt.com&amp;index=10&amp;md5=ec8a34f82bb7d1e64bd9cfbfdd237ee4" rel="nofollow" shape="rect">SpruceIt.com</a> or connect on <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Fwww.instagram.com%2Fjustspruceit%2F__%3B%21%21NgSi4SaN6ydtRVQ-%211OAQ4p9bMFR6P_zzCQgAzcQpRnEP6zgqaVqx8etP9yCMdyljieGSX3s38p5ngMwAcO702RDa3FuxV_W36whSWWLzZdT5%24&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=Instagram&amp;index=11&amp;md5=526539bfe3de7d8d20a4792bdefe66fc" rel="nofollow" shape="rect">Instagram</a>, <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Fwww.tiktok.com%2F%40justspruceit__%3B%21%21NgSi4SaN6ydtRVQ-%211OAQ4p9bMFR6P_zzCQgAzcQpRnEP6zgqaVqx8etP9yCMdyljieGSX3s38p5ngMwAcO702RDa3FuxV_W36whSWQ_YxNRd%24&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=TikTok&amp;index=12&amp;md5=2d56c62f26c537dc7cde676d6260020e" rel="nofollow" shape="rect">TikTok</a>, and <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Fwww.facebook.com%2Fjustspruceit__%3B%21%21NgSi4SaN6ydtRVQ-%211OAQ4p9bMFR6P_zzCQgAzcQpRnEP6zgqaVqx8etP9yCMdyljieGSX3s38p5ngMwAcO702RDa3FuxV_W36whSWW_3BbdL%24&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=Facebook&amp;index=13&amp;md5=6170e6bd4e8b44222f79f4b335c1af79" rel="nofollow" shape="rect">Facebook</a>.
About Zevo™
Launched in 2017, Zevo provides pest control products that kill bugs in and around your home in a different way. Part of Procter &amp; Gamble, Zevo’s suite of plug-in trap systems, household insect sprays, and On-Body products control crawling and flying insects, and are made to bother bugs, not your family. Zevo products are available for purchase at all major retailers across the U.S. For more information, visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fzevoinsect.com%2F&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=ZevoInsect.com&amp;index=14&amp;md5=d8c16566649d5ec2c2de792f94844063" rel="nofollow" shape="rect">ZevoInsect.com</a> or connect on <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.facebook.com%2FZevoinsect&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=Facebook&amp;index=15&amp;md5=61b139713ec30d4f20c893c5acfc3723" rel="nofollow" shape="rect">Facebook</a> and <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.instagram.com%2Fzevoinsect%2F&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=Instagram&amp;index=16&amp;md5=bb3ac3b8248097b3ed5ba250e6098cad" rel="nofollow" shape="rect">Instagram</a>.
About Procter &amp; Gamble Ventures (PGV)
Procter &amp; Gamble Ventures (PGV) is the innovation engine of Procter &amp; Gamble, creating and scaling disruptive new brands that solve unmet consumer needs with bold, consumer-first thinking. Built on a startup mindset and grounded in P&amp;G’s science, marketing, and global reach, PGV pursues “constructive disruption” to create new categories and meaningful solutions that help people live life better.
PGV’s portfolio includes Zevo, a people-friendly, bug-deadly pest control brand that reimagined the insect control category with its #1 Powered Flying Insect Trap*, and Spruce, a fast-acting, worry-free weed and grass killer that is safe for use around people, pets, and bees**. For more information, visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fus.pg.com%2Fblogs%2F%23%26subfilter%3Dpg-ventures&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=P%26amp%3BG+Ventures.&amp;index=17&amp;md5=4d8c51bc9b27d39f1639406189316abe" rel="nofollow" shape="rect">P&amp;G Ventures.</a>
About Procter &amp; Gamble
P&amp;G serves consumers around the world with 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 &amp; Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&amp;G community includes operations in approximately 70 countries worldwide. Please visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.pg.com&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com&amp;index=18&amp;md5=ad90b8f2cb6ddf08b2d907d86f144cce" rel="nofollow" shape="rect">https://www.pg.com</a> for the latest news and information about P&amp;G and its brands. For other P&amp;G news, visit us at <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.pg.com%2Fnews&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com%2Fnews&amp;index=19&amp;md5=e66ab3a8477b9d6a4fc64739c7ab9de3" rel="nofollow" shape="rect">https://www.pg.com/news</a>.
About Product of the Year
Product of the Year is the largest consumer-voted award for product innovation. Established nearly 40 years ago, POY currently operates in over 40 countries with the same purpose: Guide consumers to the best products in their market and reward manufacturers for quality and innovation. Product of the Year winners are backed by the votes of 40,000 consumers in a nationally representative study conducted by research partner Kantar, a global leader in consumer research. The award is a powerful merchandising program for marketers proven to increase product sales, distribution, and awareness. Winning products are announced in February each year and receive the right to use the Product of the Year logo in marketing communications for two years. For more information, visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=http%3A%2F%2Fproductoftheyearusa.com&amp;esheet=54431906&amp;newsitemid=20260224370791&amp;lan=en-US&amp;anchor=productoftheyearusa.com&amp;index=20&amp;md5=d8a08b6394bf2aa470076f59a98ef8de" rel="nofollow" shape="rect">productoftheyearusa.com</a>.
About Kantar
Kantar is the world’s leading marketing data, insight and consultancy company. Kantar knows more about how people live, feel, shop, vote, watch and post worldwide than any other company. Working across the entire sales and marketing lifecycle, Kantar helps brands uncover growth in an extraordinary world. Kantar services over half of the Fortune 500 companies in 100 countries.
*According to Nielsen sales data
**When used as directed Contacts 
Nikki Kazemzadeh-Marand
 <a target="_blank" href="mailto:nikki.kazemzadeh@citizenrelations.com" rel="nofollow" shape="rect">nikki.kazemzadeh@citizenrelations.com</a>

P&G Ventures Celebrates Two Product of the Year Wins

First-of-its-Kind Technology, Tide evo Delivers a Breakthrough Clean so Powerful, it’s Like MagicCINCINNATI--(BUSINESS WIRE)--Tide®, America’s #1 trusted laundry detergent brand, continues to deliver an unmatched level of clean. With the national launch of Tide evo – a 100% concentrated, waterless tile with six cleaning layers – Tide is introducing an entirely new product format that addresses modern consumers’ everyday laundry needs and preferences. Tide evo activates instantly in cold water, leveraging cleaning technologies like all-in-one scrubbers, pre-treaters, brighteners and fresheners, all with no fillers, no extra water and no plastic bottles. The launch of Tide evo responds to the demand of more from laundry care products in the U.S., driven by a growing focus on cleanliness and hygiene, more frequent washing, and a rising demand for innovative products consumers can feel good using.1 <a href="https://mms.businesswire.com/media/20260217299671/en/2720352/5/Tide_evo_2.jpg"><img src="https://mms.businesswire.com/media/20260217299671/en/2720352/22/Tide_evo_2.jpg" /></a> <a href="https://mms.businesswire.com/media/20260217299671/en/2720352/5/Tide_evo_2.jpg"><img src="https://mms.businesswire.com/media/20260217299671/en/2720352/21/Tide_evo_2.jpg" /></a> <a href="https://mms.businesswire.com/media/20260217299671/en/1061227/5/PGlogo.jpg"><img src="https://mms.businesswire.com/media/20260217299671/en/1061227/22/PGlogo.jpg" /></a> <a href="https://mms.businesswire.com/media/20260217299671/en/1061227/5/PGlogo.jpg"><img src="https://mms.businesswire.com/media/20260217299671/en/1061227/21/PGlogo.jpg" /></a>
“Tide evo represents over ten years of innovation and product development, and showcases Tide's journey of reinvention every decade: from soap to detergent, powder to liquid then PODs, and now, laundry tiles – the first-of-its-kind in the industry and the next significant leap into the future for both the company and consumers,” said Marchoe Northern, President, P&amp;G Fabric Care. “Tide evo redefines the laundry category while addressing modern consumers' wants from a detergent. It’s lighter, faster, simpler, and provides a superior clean.”
Tide evo elevates the laundry experience and delivers the powerful clean you expect from Tide, in a revolutionary, pre-measured design for ultimate ease and a satisfying clean. Every aspect of Tide evo — from its lightweight, compact form to its curbside recyclable paper packaging — was crafted for simplicity and inclusivity. Tide evo enhances accessibility with a tactile symbol to identify it as a laundry detergent and a NaviLens code, ensuring a user-friendly experience for everyone, including those with low or no vision. Packed with thousands of activated cleaning fibers that break down stains, odors, and irritants, the result is a deep clean with long-lasting freshness that’s tough on grass stains and works in all machines and water conditions without extra effort, extra measuring, or extra products.
Designed to clean in cold water, Tide evo helps the Brand advance its mission to turn three out of four laundry loads in the U.S. and Canada to cold by 2030, reducing the environmental impact of each wash. Tide evo is formulated without unnecessary fillers and extra water which allows for Forest Stewardship Council™ certified packaging. This recyclable packaging is lighter, easy to use, and eliminates the need for a plastic bottle. Because it’s lighter and more compact to transport than liquid detergents, it requires less storage space and can reduce transportation weight per wash load and emissions.<table cellspacing="0" class="bwtablemarginb bwblockalignl">
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U.S. laundry care market size was estimated at $24.87 billion in 2024 and is projected to grow at a CAGR of 6.2% from 2025 to 2030. U.S. laundry care market size was estimated at $24.87 billion in 2024 and is projected to grow at a CAGR of 6.2% from 2025 to 2030.</td></tr>
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Product Development and Design:<ul class="bwlistdisc">
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The simple diamond tile design of Tide evo is intentional as it allows Tide to reduce manufacturing waste, maximize material efficiency, and provide a neat, organized look that consumers prefer when it comes to laundry. Over a dozen prototypes were created leading to the formulation of Tide evo.</li>
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Testing and product design prioritized efficacy (stain fighting, whitening, brightening, malodor removal) and consumer delight (scent, feel, usability) while overcoming the complexity of balancing fiber, particle, and dissolution mechanics to deliver a new form of clean. Tide evo offers a sensorial experience different from anything else – a soft, cloth-like pliable tile.</li>
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With Tide evo, we reimagined consumers’ entire interaction with laundry, from the shelf to the machine. We created Tide evo to be lighter, faster, and simpler than other detergent forms, and its recyclable, compact package makes it easy to store and use whether you do laundry at home or in a shared space.</li>
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Product Formulation:<ul class="bwlistdisc">
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Tide evo is a 100% concentrated, waterless tile with six cleaning layers. It leverages tens of thousands of miniscule fibers, creating layers of soap without added liquid and fillers. The fiber-based structure increases surface area for optimal dissolution and ingredient release. This intentional design allows for controlled and instant activation in water.
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Fibers: Unlike traditional detergents where surfactants are dissolved in water (liquids) or carried by fillers (powders), Tide evo spins surfactants into fibers which maximizes the active presence of cleaning ingredients, enabling a highly concentrated form of detergent. The fiber design is engineered with a soluble structurant that creates channels allowing water to quickly enter upon contact, rapidly dissolving and instantly activating the cleaning power.</li>
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Layers: The six layers of concentrated cleaning ingredients allow for separation of powerful cleaning technologies like stain fighters, brighteners, odor fighters, and fresheners, and allow for quick dissolution in water.</li>
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Cleaning Technologies: Tide evo’s fiber design delivers the most concentrated form of Tide’s advanced cleaning ingredients:
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Surfactants and enzymes work together for stain fighting, breaking down stains and then lifting soils from fabrics.</li>
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Polymers work to prevent soils in wash water from settling back onto fabrics to help with whitening.</li>
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Malodor neutralizing technologies and chelants help remove body soil residue that can lead to odors. Leveraging carbonate and reserve alkalinity also facilitates cleaning, stain removal, whiteness, and malodor removal.</li>
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Builders help to soften hard water and provide high or sustained alkalinity to maintain an optimal cleaning environment in tough washing conditions like high hardness or long and short cycles.</li>
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The uniqueness of the form allows the user to experience the freshness of Tide evo at every touchpoint, from opening the box through placing Tide evo in the wash to wearing your freshly laundered fabrics.</li>
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Tide evo is now available in stores at all major retailers nationwide. For more information, please visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Ftide.com&amp;esheet=54425015&amp;newsitemid=20260217299671&amp;lan=en-US&amp;anchor=https%3A%2F%2Ftide.com&amp;index=1&amp;md5=db0df4cf8713a3bc627268c7897de461" rel="nofollow" shape="rect">https://tide.com</a>.
What is Tide evo?
 Tide evo is a 100% concentrated, waterless tile with six cleaning layers, offering superior cleaning power instantly activated with water, even cold.
Why did Tide develop Tide evo?
 Tide created an entirely new product format that addresses modern consumers’ everyday laundry needs and preferences. The launch of Tide evo responds to the demand of more laundry care products in the U.S., driven by consumers’ growing focus on cleanliness and hygiene, more frequent washing, and a rising demand for innovative, eco-friendly products. Tide evo is a worry-free clean that frees up mental energy. Every aspect of Tide evo — from its lightweight, compact form to its curbside recyclable paper packaging — was crafted for simplicity and inclusivity. Tide evo also delivers a neat, organized look that consumers prefer when it comes to laundry.
What is Tide evo made of and how does it deliver a new cleaning experience?
 Tide evo is a fiber-based structure that leverages tens of thousands of miniscule fibers made of detergent, creating layers of soap without added liquid and fillers. These layers allow for separation of powerful cleaning technologies like stain fighters, whiteners, brighteners, odor fighters, and fresheners. Tide evo simplifies laundry with a pre-measured, mess-free tile that eliminates the need for juggling different detergents and pre-treaters. Consumers who have used Tide evo describe the experience as “new, different, and innovative,” with some describing that it provides a clean so unbelievable, it's “like real laundry magic.”
What are the cleaning technologies that Tide evo uses to deliver multiple benefits in one product that does it all?
 Surfactants and enzymes work together for stain fighting and lifting soils from fabrics, polymers work to prevent soils in wash water to help with whitening, and malodor neutralizing technologies and chelants help remove body soil residue that can lead to odors.
What is the role of alkalinity (higher PH) in cleaning and why is this important?
 Tide evo is formulated with ingredients that act as a buffer to maintain high wash pH, neutralize acids and keep detergent performance stable. Tide evo is specifically formulated to optimize the pH level of the wash water, creating an alkaline environment that boosts cleaning power. Sustained alkalinity also supercharges Tide evo's advanced cleaning ingredients, allowing them to work at their peak efficiency and ensuring that Tide evo delivers a consistently powerful and thorough clean.
How do I use Tide evo?
 Select the number of Tide evo tiles based on load size. It is recommended to use one Tide evo tile for small or medium loads and two for large or extra-large loads. Simply place Tide evo in the bottom of an empty washing machine and set the machine to cold. Then, watch the magic of the six layers of clean go to work.
How is Tide evo different from Tide PODs and Tide Liquid Laundry Detergent?
 Tide evo was created to delight the consumer in a different touchpoint: dry. The product formulation of Tide evo, the concentrated detergent fibers, is the key difference that sets it apart from liquid and PODs. Tide evo’s sensorial experience – a soft, cloth-like pliable tile – differs from PODs too, which are squishy and squeezable.
Is Tide evo packaging recyclable?
 As more people are looking for their laundry detergent to be lighter, faster, and easier to use, Tide evo’s formula of a 100% concentrated, waterless tile with six cleaning layers enables it to be packaged in a Forest Stewardship Council certified paperboard packaging, eliminating the need for a plastic bottle. This reduces waste in landfills and makes the product easier for consumers to recycle.
Where can I buy Tide evo?
 Tide evo is now rolling out nationally, available at all major retailers nationwide.
To learn more, please visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.tide.com&amp;esheet=54425015&amp;newsitemid=20260217299671&amp;lan=en-US&amp;anchor=www.tide.com&amp;index=2&amp;md5=e402644a10d2de032201b9df16a332e6" rel="nofollow" shape="rect">www.tide.com</a>. Follow Tide on TikTok and Instagram (@TideLaundry) for cleaning tips, product updates, and stories from Tide’s innovation journey.
About Procter &amp; Gamble
 P&amp;G serves consumers around the world with 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 &amp; Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&amp;G community includes operations in approximately 70 countries worldwide. Please visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fpg.com&amp;esheet=54425015&amp;newsitemid=20260217299671&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com&amp;index=3&amp;md5=2938d3a43dc1603a5cf88d18573bcd04" rel="nofollow" shape="rect">https://www.pg.com</a> for the latest news and information about P&amp;G and its brands. For other P&amp;G news, visit us at <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fnews.pg.com%2F&amp;esheet=54425015&amp;newsitemid=20260217299671&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com%2Fnews&amp;index=4&amp;md5=ee325daed1aa730a390583ef44b36605" rel="nofollow" shape="rect">https://www.pg.com/news</a>. Contacts 
Aliza Solc
 MSL New York
 <a target="_blank" href="mailto:Aliza.Solc@MSLGroup.com" rel="nofollow" shape="rect">Aliza.Solc@MSLGroup.com</a>

Tide Unveils World-First Laundry Breakthrough: Introducing Tide evo, the Fiber-Detergent Tile

CINCINNATI--(BUSINESS WIRE)--Shailesh Jejurikar, President and Chief Executive Officer, Andre Schulten, Chief Financial Officer and Seth Cohen, Chief Information Officer of The Procter &amp; Gamble Company (NYSE:PG) will be a featured speakers at the Consumer Analyst Group of New York Conference on Thursday, Feb. 19, 2026, at 9:00 a.m. ET. <a href="https://mms.businesswire.com/media/20260212512818/en/1061227/5/PGlogo.jpg"><img src="https://mms.businesswire.com/media/20260212512818/en/1061227/22/PGlogo.jpg" /></a> <a href="https://mms.businesswire.com/media/20260212512818/en/1061227/5/PGlogo.jpg"><img src="https://mms.businesswire.com/media/20260212512818/en/1061227/21/PGlogo.jpg" /></a>
Media and investors may access the live audio webcast at <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.pginvestor.com&amp;esheet=54423303&amp;newsitemid=20260212512818&amp;lan=en-US&amp;anchor=www.pginvestor.com&amp;index=1&amp;md5=15faf34d4e0a6565f97736688bad19cc" rel="nofollow" shape="rect">www.pginvestor.com</a>. The webcast will also be available for replay.
About Procter &amp; Gamble
P&amp;G serves consumers around the world with 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 &amp; Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&amp;G community includes operations in approximately 70 countries worldwide. Please visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.pg.com&amp;esheet=54423303&amp;newsitemid=20260212512818&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com&amp;index=2&amp;md5=f5d45fd86be762b1225553275e0a559e" rel="nofollow" shape="rect">https://www.pg.com</a> for the latest news and information about P&amp;G and its brands. For other P&amp;G news, visit us at <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.pg.com%2Fnews&amp;esheet=54423303&amp;newsitemid=20260212512818&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com%2Fnews&amp;index=3&amp;md5=3c3a29dc89e9b620ce55fd024f031c68" rel="nofollow" shape="rect">https://www.pg.com/news</a>.
Category: PG-IR Contacts 
Media Contact:
 Henry Molski
 +1-513-505-3587

P&G to Webcast Presentation From the Consumer Analyst Group of New York Conference, February 19

Breakthrough scalp serum with only 9 ingredients delivers instant itch relief and maintains anti-dandruff protection on non-wash daysCINCINNATI--(BUSINESS WIRE)--Head &amp; Shoulders, the world's #1 anti-dandruff shampoo, introduces <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fheadandshoulders.com%2Fen-us%2Fshop-products%2Fscalp-treatment%2Fbare-itchy-scalp-relief-serum&amp;esheet=54421506&amp;newsitemid=20260211188064&amp;lan=en-US&amp;anchor=Head+%26amp%3B+Shoulders+BARE+Itchy+Scalp+Relief+Serum&amp;index=1&amp;md5=a96226cdd8bc50228fb503523bad63b5" rel="nofollow" shape="rect">Head &amp; Shoulders BARE Itchy Scalp Relief Serum</a>, a breakthrough scalp care solution designed to extend dandruff protection and itch relief beyond traditional wash days. <a href="https://mms.businesswire.com/media/20260211188064/en/2715908/5/Packshot_LongLive_ItchTrmt_Bare_80845757_123490065_%282%29.psd.jpg"><img src="https://mms.businesswire.com/media/20260211188064/en/2715908/22/Packshot_LongLive_ItchTrmt_Bare_80845757_123490065_%282%29.psd.jpg" /></a> <a href="https://mms.businesswire.com/media/20260211188064/en/2715908/5/Packshot_LongLive_ItchTrmt_Bare_80845757_123490065_%282%29.psd.jpg"><img src="https://mms.businesswire.com/media/20260211188064/en/2715908/21/Packshot_LongLive_ItchTrmt_Bare_80845757_123490065_%282%29.psd.jpg" /></a> <a href="https://mms.businesswire.com/media/20260211188064/en/2715903/5/H%26S_Bare_LockUp-01.jpg"><img src="https://mms.businesswire.com/media/20260211188064/en/2715903/22/H%26S_Bare_LockUp-01.jpg" /></a> <a href="https://mms.businesswire.com/media/20260211188064/en/2715903/5/H%26S_Bare_LockUp-01.jpg"><img src="https://mms.businesswire.com/media/20260211188064/en/2715903/21/H%26S_Bare_LockUp-01.jpg" /></a>
Today's hair care routines are anything but predictable. With endless product options and a wide variety of washing habits and routines, consumers often switch between shampoos or skip washing for days – giving dandruff-causing microbes the opportunity to return. Head &amp; Shoulders BARE Itchy Scalp Relief Serum fills this critical gap, providing clinically proven dandruff protection and immediate itch relief between washes. In fact, 90% of consumers surveyed reported that their scalp was instantly soothed after using the product.*
For those prone to dandruff, consistent treatment with active anti-dandruff ingredients is essential. Without it, uncomfortable symptoms like itch, dryness, and flakes quickly resurface. Current anti-dandruff shampoos are highly effective when used regularly, but non-wash days can leave the scalp vulnerable.
"Many consumers experience dandruff flare-ups on days they don't wash their hair," says Eliscia Turner, North America Hair Care Brand Director. "BARE Itchy Scalp Relief Serum is specifically formulated to maintain effective dandruff protection and provide instant itch relief during those critical in-between days."
DUAL-ACTION FORMULA WITH ONLY 9 INGREDIENTS
Head &amp; Shoulders BARE Itchy Scalp Relief Serum combines two powerful benefits in one lightweight, minimalist formula:<ul class="bwlistdisc">
<li>
Instant Itch Relief: Formulated with mint essential oil, the serum provides a cooling sensation for immediate itch relief, a common dandruff symptom. Daily use helps soothe the scalp and prevent itch from returning.</li>
</ul><ul class="bwlistdisc">
<li>
Non-Wash Day Dandruff Protection: Deposits Zinc Pyrithione (ZPT), the clinically proven active ingredient, directly to the scalp to fight dandruff-causing microbes. Regular use between wash days helps maintain effective dandruff protection.</li>
</ul>
"The BARE Itchy Scalp Relief Serum was born from a real consumer insight: people are washing less frequently, and their scalps need protection on non-wash days,” says John Scarchilli, Director of Scientific Communications for Head &amp; Shoulders. “The product combines mint essential oil and clinically proven zinc Pyrithione to soothe itch symptoms and help fight dandruff. Importantly, it’s delivered in a lightweight, non-greasy formula so it can be used anytime, anywhere.”
Head &amp; Shoulders BARE Itchy Scalp Relief Serum works quickly without leaving greasy or oily residue, ensuring it won't interfere with hairstyles. The scalp feels cool and protected throughout the day. It is also dermatologically tested and clinically proven.
Head &amp; Shoulders BARE Itchy Scalp Relief Serum launches nationwide January 2026 at major retailers nationwide. For more information, visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.headandshoulders.com&amp;esheet=54421506&amp;newsitemid=20260211188064&amp;lan=en-US&amp;anchor=www.headandshoulders.com&amp;index=2&amp;md5=08555a3ea24b5a3411bf9396692285b6" rel="nofollow" shape="rect">www.headandshoulders.com</a> or follow along on Head &amp; Shoulders’ Instagram (<a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.instagram.com%2Fheadandshoulders%2F&amp;esheet=54421506&amp;newsitemid=20260211188064&amp;lan=en-US&amp;anchor=%40headandshoulders&amp;index=3&amp;md5=9d3657f74b2de41ee081259e270c73b6" rel="nofollow" shape="rect">@headandshoulders</a>) and TikTok (<a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.tiktok.com%2F%40headandshoulders%3Flang%3Den&amp;esheet=54421506&amp;newsitemid=20260211188064&amp;lan=en-US&amp;anchor=%40headandshoulders&amp;index=4&amp;md5=63d0372dda6e8e9367e6a07b956cc7bf" rel="nofollow" shape="rect">@headandshoulders</a>).
*Percentage of consumers surveyed about the BARE Itchy Scalp Serum in a study over 2 weeks
 **Based on total awards from US Beauty, Grooming, and Lifestyle publications/websites in the Nielsen scalp-care segment between 2017–2026
About Procter &amp; Gamble
P&amp;G serves consumers around the world with 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 &amp; Shoulders®, the number 1 most-awarded scalp-care brand*, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&amp;G community includes operations in approximately 70 countries worldwide. Please visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.pg.com%2F&amp;esheet=54421506&amp;newsitemid=20260211188064&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com&amp;index=5&amp;md5=7c97dc8cc75d0a26554a1004f15abea4" rel="nofollow" shape="rect">https://www.pg.com</a> for the latest news and information about P&amp;G and its brands. For other P&amp;G news, visit us at <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.pg.com%2Fnews.&amp;esheet=54421506&amp;newsitemid=20260211188064&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com%2Fnews.&amp;index=6&amp;md5=0cd983a4913cc392324c20ce4216b7a0" rel="nofollow" shape="rect">https://www.pg.com/news.</a>
About Head &amp; Shoulders, The #1 Most Awarded Scalp Care Brand**
With over 60 years of trailblazing innovation on scalp care, Head &amp; Shoulders has established itself as the leader in dandruff protection and is the world’s #1 anti-dandruff shampoo, used by 1.3 billion people across 140 countries. Head &amp; Shoulders provides a broad range of cosmetic benefits and offers custom solutions for different hair types and scalp concerns. Contacts 
Marina Maher Communications
 Shaun Agres
 Email: <a target="_blank" href="mailto:shaun.agres@omc.com" rel="nofollow" shape="rect">shaun.agres@omc.com</a>

Head & Shoulders Launches BARE Itchy Scalp Relief Serum to Prevent Recurring Itch and Flakes Between Washes

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