Downy Newsroom

Downy® Short Video Encourages You to #HugMore

Downy Reminds you About the Power of a Hug

Thursday, June 5, 2014 11:54 am EDT



Public Company Information:

"By watching the Downy #HugMore video, viewers will have the opportunity to see first-hand the powerful benefits of a meaningful hug"

CINCINNATI--(BUSINESS WIRE)--It is said that hugs usually mean more than just a hug, and are how we as humans have built bridges, intimately connecting with others since the beginning of time. Yet studies have shown that our touch-hesitant society may not be hugging long enough to realize the full emotional benefits of an embrace. In fact, the most enjoyable hugs should linger for about 20 seconds; the amount of time it takes for the bonding chemical oxytocin to be released.1 Fortunately, fabrics washed in Downy feel soft and smell fresh, making people more huggable. This is because Downy® contains scent molecules called perfume micro-capsules (PMCs) that provide long-lasting scent, and softening molecules that deposit on the surface of fabrics to soften clothes—making them touchable, wearable and enjoyable.

In Downy’s newly released short video, #HugMore, four couples—sisters, twin brothers, best friends, and an engaged to be married couple—were asked to share why their connection was so special. The stories of sisterly rivalry, brotherly support, friendships that endure the test of time and a love that was just meant to be, provide a sense of inspiration and serve as a reminder of relationships we may too have or desire. However, when the couples were asked to hug each other for 20 seconds, the connection was amplified and the power of a hug became dramatically evident from their facial expressions, soft sighs, and the reassuring ways they held the other. Downy was also there to make sure the fabrics surrounding the hug felt soft and smelled fresh—encouraging longer hugs.

Downy® also partnered with spiritual teacher and motivational speaker, Lisa Haisha, who was the one interviewing the couples in the video. “By watching the Downy #HugMore video, viewers will have the opportunity to see first-hand the powerful benefits of a meaningful hug,” said Lisa Haisha. “Working with these inspiring couples was a great reminder of how important a simple, warm embrace can be in our lives.”

Watch Downy’s short video below, to see how you can #HugMore. To learn more about Downy’s new video and the power of a Downy Hug, visit and follow @Downy and the #HugMore hashtag on Twitter.

About Downy

Downy® offers a line of advanced fabric care conditioning products that helps keep clothes feeling soft and smelling fresh. Downy’s family of liquid fabric softener includes: Ultra Downy, Downy with Febreze® Fresh Scent, Downy Unstopables™ and Downy Infusions®. Downy also offers a variety of dryer sheets. For more information, please visit

About Procter & Gamble

P&G serves approximately 4.8 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®, 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 for the latest news and in-depth information about P&G and its brands.



DeVries Public Relations
Crystal Steadman, 212-546-8598
Anne Candido, 513-807-2407

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Downy® Short Video Encourages You to #HugMore
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