PAEDIA EXPRESS MULTIMEDIA : P&G’s Ariel Automatic Arrives in Nigeria

P&G’s Ariel Automatic Arrives in Nigeria

Ariel Automatic partners with the country’s leading fashion designer and international fashion fabric producer for a “Perfect Match” launch

ARIEL HAS A PLACE OF PRIDE IN THE NIGERIAN AND GLOBAL CONSUMING MARKET

Lagos, Nigeria. 11 May 2015. P&G’s flagship laundry brand, Ariel – a world-class brand with an innovative pedigree – has announced the launch of Ariel Automatic powder to help Nigerians experience brilliant stain removal in 1 Wash with their automatic washing machines.

Ariel has decades of experience in the research and development of washing machine detergents and the new product is recommended by LG, the number one washing machine manufacturer in Nigeria. Ariel Automatic has been specifically formulated for automatic washing machines, with 2X more stain-fighting ingredients than traditional hand wash detergent.

Partnering with leading fashion designer, FolakeFolarin-Coker, the launch of NEW Ariel Automatic unveiled an exclusive, cutting-edge washable line under her Tiffany Amber label, inspired by Ariel and the Perfect Match concept.

“I am proud to be associated with a global, leading brand that is also conscious of trends in African fashion. My designs have always reflected an eclectic mix of European and African influences, and with this line, these are combined in an expression of ‘the perfect match.’ Thanks to Ariel, I can also be confident that these garmentswill stay beautiful for longer, even as they are washed and cared for at home,” said Folarin-Coker.

Ariel has also partnered with the Vlisco Group’s Woodin brand to understand trends in African fabrics and thereby deliver cleaning that also protects and enhances the continent’s unique style.

“The Woodin brand is inspired by African culture and it is constantly evolving to define a new African fashion identity. We are excited to partner with Ariel to deliver our fans a cleaning solution that can keep their treasured Vlisco fabrics beautiful,” said AdaezeAlilonu, Marketing Manager, Vlisco Fabrics.

Speaking at the event, P&G Nigeria Commercial and Brand Director, EhinomenEnekabor, said that: “Ariel believes that innovation starts with the consumer. We gain insights into people’s everyday lives, so that we can combine ‘what’s needed’ with ‘what’s possible’, through the latest technology and innovation. With more and more Nigerians investing in automatic washing machines, it is important that Ariel is able to offer them a world-class product, specifically designed for this purpose.”

She added that, “Ariel’s partnership with Ms Coker and with Vlisco Fabrics enables us to stay abreast of current industry trends in textile and fabric innovation, where imagination and technology combine to produce exciting new fashions. This further strengthens our ability to deliver Nigerians a product that will be the ‘perfect match’ for their style.”

Ariel Research and Development Manager, Patience N’KambaMakenga wowed the audience with live demonstrations of NEW Ariel Automatic’s performance, not only its superior cleaning and stain-removal, but also how it helps to protect and enhance fabrics.

“Ariel’s 3-Step Fibre Science works deep down at a fibre level to clean, protect and enhance the sensorial qualities of clothes (the look, feel and scent). Ariel Automatic allows you to achieve the highest standard of clean in 1 Wash, while protecting your clothes and providing freshness throughout the day,” she said.

Explaining the importance of using the correct detergent she added that: “Regular hand wash detergent is less effective in machines because it produces too much foam, which maydelay the washing cycle, reduce cleaning effectiveness and prevent proper rinsing. NEW Ariel Automatic is the perfect match for your washing machine to deliver brilliant cleaning results.”

Appendix

Ariel removes tough stains in ONE wash

NEW Advanced Ariel Automatic works deep down at a fibre level to clean, protect, and enhance the sensorial qualities of your clothes (their look, feel and scent) and offers outstanding stain removal in ONE WASH. It redefines what it means to care for fashion with unique FibreSCIENCE technologies that allow you to achieve the highest standard of clean to keep your fashions beautiful for longer.

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®, AmbiPur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, 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

1. NEW Ariel Automatic is specifically formulated for your automatic washing machine

• Gives you brilliant stain removal in 1 Wash with your washing machine

• Has 2X more stain-fighting ingredients than traditional hand wash detergent to give you excellent results

• Is recommended by LG, the number 1 washing machine manufacturer in Nigeria

• Regular hand wash detergent is less effective in machines because it produces too much foam, which can delay the washing cycle, reduce cleaning effectiveness and prevent proper rinsing

2. Tiffany Amber unveils cutting-edge washable fashion design for Ariel

• Leading Nigerian designer, FolakeFolarin-Coker, has designed an exclusive washable line under her Tiffany Amber label, inspired by Ariel

• FolakeFolarin-Coker was the first ever African designer to stage a show twice at NY Fashion week

• Her designs for Ariel are inspired by the ambition and dynamism of Nigerian women and how eclectic influences can come together to create the perfect match

3. NEW Ariel Automatic contains sophisticated FibreScience to keep your fashions beautiful for longer

• Our senses work together to influence our perception of the quality/beauty of our clothes (their look, feel and scent).

• Ariel’s 3-Step Fibre Science works deep down at a fibre level to clean, protect and enhance the sensorial qualities of clothes (the look, feel and scent)

• Ariel Automatic allows you to achieve the highest standard of clean in 1 Wash, while protecting your clothes and providing freshness throughout the day

• Ariel has partnered with the Vlisco Group’s Woodinbrand to understand trends in African fabrics and thereby deliver cleaning that also protects and enhances your unique style

EhinomenEnekabor

Commercial and Brand Director, P&G Nigeria

Who is Ariel?

·         Our innovation at Ariel is inspired by our consumers. The women and men who use our products and who are striving for success and progress every day

·         The strongest determinant of success is self-belief. Believing you *can* is the fuel thatpropels you to achieve. But while we make our own success, only an impeccable appearance can ensure that the self-belief that comes from inside, is reflected and shines on the outside.

·         Our ability to help provide that impeccable appearance, our ability to give you brilliant cleaning is what we care about as a brand. Because, behind every success there is a womanwho depends on Ariel’s superior clean

Our innovation

·         Our innovation starts with truly understanding what drives our consumers and what they need from their detergent

·         Then, we leverage the latest technology to turn what is needed into what is possible

·         This is our Brussels Innovation centre, the heart of the P&G fabric care research and development. You will hear from one of the researchers at this centre later this evening, when Patience will show us how well this new product works.

·         The Brussels innovation centre is one of the biggest R&D centres in Belgium and the products developed here serve people in over 100 countries

·         The 590 people working here have over 250 PhDs between them

·         It is here that the latest innovation for Nigeria was developed – New Ariel Automatic

Ariel Automatic

·         We know that more and more Nigerians now own washing machines, and this is only going to increase. We also know that Nigerians care a lot about their fashion and the impeccable appearance of their clothes

·         This is why we are introducing Ariel Automatic to Nigeria – a detergent that has been specifically designed for use in your automatic washing machine to deliver excellent results.

·         We are proud to say that the number 1 washing machine manufacturer in Nigeria, LG, recommends this product. In fact, Ariel is the number 1 detergent recommended by washing machine manufacturers around the world.

·         Why should you try Ariel Automatic for your washing machine? The reasons are simple

o   New Ariel Automatic contains 2X more stain fighting ingredients than your regular hand wash powder – giving you that Ariel 1 wash clean that you trust, in your washing machine

o   Regular hand wash powder will not give you the results you want in your machine – and Patience will explain to us later why this is

The Perfect Match

·         Our theme tonight is The Perfect Match and this is because we believe that new Ariel Automatic is the perfect match for your washing machine, and your style

·         We have partnered with FolakeFolarin-Coker from Tiffany Amber as well as Vlisco Fabrics to make sure that we know what the trends are in African fashion and fabrics and so that we can continue to design products to match these trends.

·         We know that Nigerians care about their fashion and style and we are inviting you to show it off! Simply upload a selfie wearing your favourite perfect match through our Facebook page and you could stand the chance to win great prizes such as LG washing machines, Jumia vouchers, Vlisco fabrics, garments designed by Tiffany Amber and, of course, Ariel products

Conclusion

·         As we heard earlier, we experience fashion and our clothes through much more than just our eyes. New Ariel Automatic helps to clean, protect and enhance the look, the feel and the scent of your favourite items

·         Fashion is a way that we express ourselves and present ourselves to the world – it is almost like a language in itself.

·         And if fashion is a language, it should be beautifully spoken

P&G’s flagship laundry brand, Ariel – a world-class brand with an innovative pedigree – has announced the launch of Ariel Automatic powder to help Nigerians experience brilliant stain removal in 1 Wash with their automatic washing machines.

Exclusive Designs by Tiffany Amber inspired by Ariel Automatic and Vibrant Fabrics by Vlisco

“I am proud to be associated with a global, leading brand that is also conscious of trends in African fashion. My designs have always reflected an eclectic mix of European and African influences, and with this line, these are combined in an expression of ‘the perfect match.’ Thanks to Ariel, I can also be confident that these garments will stay beautiful for longer, even as they are washed and cared for at home,” said Folarin-Coker.

Ariel has also partnered with the Vlisco Group’s Woodin brand to understand trends in African fabrics and thereby deliver cleaning that also protects and enhances the continent’s unique style.

Inspired by Nigerian Consumers and African Style

3 Step Fibre Science – Clean, Protect, Enhance

Explaining the importance of using the correct detergent she added that: “Regular hand wash detergent is less effective in machines because it produces too much foam, which may delay the washing cycle, reduce cleaning effectiveness and prevent proper rinsing. NEW Ariel Automatic is the perfect match for your washing machine to deliver brilliant cleaning results.”

Appendix

Ariel removes tough stains in ONE wash

About Procter & Gamble

1. PRODUCT FACT SHEET

NEW ARIEL AUTOMATIC WILL KEEP YOUR CLOTHES BEAUTIFUL FOR LONGER

The highest standard of cleaning in ONE wash – now for Automatic

Ariel understands that sometimes we fall out of love with our favourite item of clothing, and most of the time we don’t know why, but this is what Ariel Fibre Scientists study. We know that our senses work together to influence our perception of the beauty of our clothes (their look, feel and scent) making an unconscious decision to accept or reject them. Wash after wash, clothes can lose the look, feel and smell that we used to adore, so we start to relegate them to the back of our wardrobe. Therefore it is crucial that fabric care not only cleans our clothes (that goes without saying), BUT it should also protect and enhance them so that our favourite garments can stay favourites by prolonging their look, feel and freshness

Ariel Automatic works deep down at a fibre level to clean, protect, and enhance the sensorial qualities of your clothes (their look, feel and scent) and remove tough stains in ONE WASH. It redefines what it means to care for fashion with unique Fibre Science technologies that allow you to achieve the highest standard of clean to keep your fashions beautiful for longer.

What Is Special About Ariel Automatic?

Ariel has 45 years of experience in the research and development of washing machine detergents and the new product is recommended by LG, the number one washing machine manufacturer in Nigeria.

NEW Ariel Automatic has been specifically designed for washing machines and is recommended by LG, the number one washing machine manufacturer in Nigeria. Ariel Automatic has been specifically formulated for automatic washing machines, with 2X more stain-fighting ingredients than traditional hand wash detergent.

Ariel’s advanced formula provides outstanding stain removal because it is specially formulated to tackle greasy stains and the other common soils.

What makes it so special is that this formula includes a cleaning booster which is exclusive to P&G. This cleaning booster helps to protectfibres from stain re-deposition which means it prevents stains and soils in the washing water going back on the fabric during the wash. If this happens it can create what we call a ‘grey veil’ on your fabrics – turning whites dingy and dulling your colours.

Ariel’s advanced formula not only provides a deep clean in one wash it actually helps to protect against future stains because it includes special stain prevention molecules that coat the fibres and gives them a greater ability to resist new soils, protecting and enhancing the sensorial qualities (look, feel and scent) of the clothes you love.

Ariel: Innovating for 45+ years

Over the past 45 years, Ariel has continually innovated to always provide laundry solutions that simplify the laundry process and everyday consumer life. Just as consumer needs are evolving, so is Ariel. Did you know Ariel introduced its first powder detergent in 1967 in Western Germany?

Ariel Automatic Availability

Ariel Automatic is available at leading retailers in Nigeria in 1kg & 2kg packs

Share your Perfect Match and WIN!

Ariel Automatic is the perfect match for your washing machine for brilliant cleaning results.

Ariel invites you to share your style in its Perfect Match selfie competition on Facebook: www.facebook.com/arielnigeria . Simply share a photo of yourself showing off your Perfect Match and upload on the link provided. You will be in line to win great prizes such as LG washing machines, Jumia vouchers, Vlisco fabrics and an exclusive Tiffany Amber outfit.

2. Q&A

Ariel Automatic Q&A

These Q&A’s are suitable for external use, but should be used reactively only. If you are faced with a difficult question that is not covered by these Q&A’s, please contact your local legal representative for a legally approved response. All of the following Q+A’s are still pending legal approval. Please contact Jeanne du Plessis (duplessis.j@pg.com ) for more information.

Contents

1. Product claims & usage

2. Product development & consumer insight

3. Business Questions

4. P&G Ethics

5. Country-specific questions

Product claims & usage

Q: How much does this product cost?

Final pricing is always at the discretion of the retailer. Ariel Automatic is available in 1KG and 2KG sizes and the recommended retail prices are N1 100 and N 2000 respectively.

Q: What is the main benefit of this new formulation?

NEW Ariel Auto has been designed to provide the 1 wash cleaning and stain removal power you have come to trust from Ariel in your automatic washing machine. This product is recommended by LG, the number one washing machine manufacturer in Nigeria. Ariel Automatic has been specifically formulated for automatic washing machines, with 2X more stain-fighting ingredients than traditional hand wash detergent.

Regular hand wash detergent is less effective in machines because it produces too much foam, which may delay the washing cycle, reduce cleaning effectiveness and prevent proper rinsing. NEW Ariel Automatic is the Perfect Match for your washing machine to deliver brilliant cleaning results.

Ariel’s advanced formula contains a proprietary mix of surfactants (cleaning agents), cleaning boosters, and Ariel’s unique combination of enzymes – ingredients naturally found in our body that break down food into nutrients and when used in Ariel they break down food and other stains into small particles that are lifted up from the fabric fibres and carried away in the wash.

Q: How does new Ariel work to treat stains?

Ariel contains a unique proprietary technology which helps the crystallized solid grease to revert back to a liquid form. As such it dissolves the greasy part of food stains, making it easier to remove.Ariel also contains a grease cutting technology which cuts the crystallized grease into smaller pieces. This helps to easily remove the greasy part of food stains. Once the greasy part of food stains is dissolved and cut into smaller pieces, new Ariel’s unique combination of ingredients work to remove the food stains.

Q: Are there certain conditions which make the product work better on my clothes than others?

There are several elements that may affect the way a detergent works, but Ariel has been designed with a wide variety of washing conditions and different fabrics in mind. As P&G we also invest in understanding the particular washing conditions and common stains in a country and adapt our formula accordingly. This new Ariel formulation will provide you the great performance of Ariel at temperatures even as low as 30° Celsius. Minerals in the water can also affect the performance of a detergent and this is why Ariel contains special ingredients that bind to these minerals to enable the cleaning ingredients to work better.

Q: What is an enzyme?

Enzymes are ingredients naturally found in our body that break down food into nutrients and when used in Ariel they break down food and other stains into small particles that are lifted up from the fabric fibres and carried away in the wash.

Q: What is a “chelant”?

Chelants are ingredients helping to remove metal ions from stains and from the washing solution. In doing so, they help to remove soils and keep fabrics looking bright

Q: How long has it taken you to develop this new product?

The formula has been developed over five years.

Q. Can I wash all my garments with it regardless of texture, white or coloured?

New Ariel has been designed to cover a broad range fabric types and colours and keep them beautiful. Always follow the usage and washing instructions on your garment and the dosing instructions on pack.

Q. Will this new formulation work in cold water cycles?

This new Ariel Auto formulation will provide you the great performance of Ariel at temperatures even as low as 30° Celsius.

Q: I thought pods were the future for Ariel, why is this powder so special?

In P&G we are committed to serve more consumers more completely across the world. We are ensuring that we have offerings that provide superior performance and value, that our pricing is right, that innovation is strong and that the marketing effectively communicates the superiority of our offerings. Different consumers have different needs and this is why several product propositions including liquid and pods have been developed.

Q: What is in Ariel washing powder?

Ariel’s advanced formula contains a proprietary mix of surfactants (cleaning agents), cleaning boosters, and Ariel’s unique combination of enzymes – ingredients naturally found in our body that break down food into nutrients and when used in Ariel they break down food and other stains into small particles that are lifted up from the fabric fibres and carried away in the wash.

Q:What is the recommended dosage?

Please follow the instructions on pack.

Q: Can Ariel Automatic be used for hand-wash?

For hand wash, we recommend using Ariel Regular powder that has been formulated specifically with hand washing conditions in mind.

Q: Can I use regular Ariel in my washing machine? Does the product perform differently in hand wash / machine wash?

Ariel Regular Powder is suitable for hand wash or twin tub washing machines. We don’t recommend using Ariel Regular Powder in your automatic washing machine. Regular hand wash detergent is less effective in machines because it produces too much foam, which may delay the washing cycle, reduce cleaning effectiveness and prevent proper rinsing

Q: I separate my clothes by colours, are you telling me I should now separate my fabrics by type of fibre too?

Ariel powder will provide you the great performance of Ariel on most of your fabrics. For delicate fabrics like wool & silk, we would always recommend a Light duty detergent. Always follow the usage instructions on pack and the care instructions on the garment label.

Q: Should I still divide dark from bright coloured garments?

Yes, it is still recommended that you sort your laundry basket as you already do today, i.e. separating whites from dark, and also wash brightly coloured garments separately.

Q: Can Ariel powder be used on wool/silk?

No.Ariel is not suitable for wool or silk garments. Those should always be washed with a specialty detergent for Wool and Silk not containing enzymes.

Q What is the shelf life time of Ariel?

Shelf life is indicated on pack.

Q: Do you have phosphates in Ariel powder?

Nowe do not have phosphates in Ariel powder.

Q. Will Ariel powder discolour my coloured clothes?

Ariel Powder gives you a superior wash experience every time, whether you’re washing a great pile of whites, or a tiny load of coloured garments. New Ariel has been designed to cover a broad range fabric types and colours and keep them beautiful. Always follow the usage instructions on pack and the care instructions on your garment labels.

Q. Do you have bleach in Ariel?

The bleach in Ariel powders is specially formulated to treat tough stains without discolouring the dye in the fabric. Always follow usage instructions and care instructions on your garments’ labels.

Q. Where is this product manufactured?

In Nigeria.

Q: Do you have the same formula also in the other countries?

This new formula has been extensively tested and is sold in several countries around the world.

Product Development & Consumer Insights

Q: How do you develop this product?

We are in contact with thousands of homes across the globe to find out what consumer want and to understand their laundry challenges.

Q: Who is this new product targeted at?

New Ariel is ideal for anyone who loves their clothes and linens and wants to maintain a high standard of clean. It especially for people who may be prone to stains and need their clothes to look right first time, in one wash if they lead busy lives.

Business Questions

Q: How much did you invest in this product?

We never share details, however we are confident that this product will serve consumer needs and deliver the performance that consumers expect from Ariel.

Q: How much did you invest on this product and on the marketing campaign?

We never share marketing details. However, we are confident that consumers will love it as much as we do.

Q: How much do you plan to earn out of this launch?

This product is really great and consumers will love it as much as we do. We believe it will be a great success.

Q: What is the value you bring to the consumer?

It is a fabulous product offering excellent stain removal in one wash on many tough stains

Q: Why should I buy this product on shelf?

It is a fabulous product offering excellent stain removal in one wash on many tough stains

Q: In this tough economic period, do you think that a lot of consumer could afford it?

It is a fabulous product offering the excellent stain removal in one wash on many tough stains

Q: Do you plan any global expansion for this product?

Ariel is available in over 80 countries worldwide.

Q: Are you planning on launching a liquid detergent or unitdosedetergent in Nigeria?

We do not talk about future launches

Q. What is the main difference between P&G and its key competitors?

What sets us apart is innovation and our passion for the consumer. In every country that P&G operates, we are continually innovating to improve consumers’ everyday lives through our brands in small but meaningful ways. Our core strengths give us competitive advantage:

Consumer understanding inspires and guides P&G innovation and brand-building.

Go-to-market capability and global scale enable us to create more value for more consumers and customers.

We continue to simplify, digitize and integrate to act as one Company for greater competitive advantage.

Q. What is P&G’s approach regarding global and local brands?

P&G’s approach is “think global, act local,” and our unique organizational structure is designed to enable this approach. We develop our brands through Global Business Units, which are responsible for the research and development and overall equity of our brands. We recognize that consumers are not the same around the world. That’s why we market our brands through Selling and Market Organisations, which are responsible for having a deep understanding of local consumers in local markets all across the globe and driving innovation to serve these consumers.

Q. One of P&G’s growth strategies is to serve lower income consumers and developing markets. How are you doing this? Are you watering down existing products? If you can make quality products at reduced costs for lower income consumers, why not for everyone?

P&G’s growth strategy, inspired by our purpose compels us to touch more consumers’ lives through our benefit-driven brands that improve everyday lives of our consumers in small but meaningful ways. Our approach in serving developing markets starts with an in-depth understanding of local consumer needs and this is what informs our product portfolio in these markets for example Ariel Enzymax is a product specifically created for the Kenyan market and can remove local stains.

For example, in certain markets, to satisfy local consumer spending and usage habits, we may create smaller sizes of our current products while also still marketing larger sizes for those consumers with a larger cash outlay. Overall, our approach is to delight consumers and because deep consumer understanding is one of our major strengths, we are continually innovating to meet the needs of a wide range of consumers. This has led us to become the #1 consumer packaged goods company in 17 developing markets, including Russia, China and Mexico.

Q. How different are the markets in Sub Saharan Africa compared to USA?

The U.S. market is a very developed market, sophisticated in terms of consumers’ needs and the retail industry. Markets in SSA have huge potential for P&G. Sub-Saharan Africa is a rapidly developing region with huge potential for growth, and consumers with increasingly sophisticated preferences. By 2015 the population is estimated to be about 1 billion.

Today there are over 30MM babies less than 2 years old in Sub-Saharan Africa – that’s more than Western Europe and the US combined. Over 40% of the population is younger than 15 years old – this all represents a rapidly growing number of consumers to serve. The potential is huge - IMF projects SSA economic growth in 2010-2015 to be in the middle of the BRIC countries – faster than Brazil and Russia

P&G ethics

Q: Did you test this product on animals?

No. We did not test Ariel on animals.

Q: Do you test other Ariel products on animals?

We do not test any finished products on animals. P&G tests on animals only when required by law. We work with Authorities and Regulators to eliminate animal testing completely.

PAEDIA EXPRESS MULTIMEDIA

Saturday 13 June 2015

P&G’s Ariel Automatic Arrives in Nigeria