Cara Buono of Netflix’s Stranger Things stars in Tide’s new commercial, tackling Hawkins-level messes with the brand’s most powerful clean—its biggest liquid upgrade in 20 years.
 <a href="https://mms.businesswire.com/media/20251208739613/en/2662745/5/KV_Camp_Know_Where_Shirt.jpg"><img src="https://mms.businesswire.com/media/20251208739613/en/2662745/22/KV_Camp_Know_Where_Shirt.jpg" /></a> <a href="https://mms.businesswire.com/media/20251208739613/en/2662745/5/KV_Camp_Know_Where_Shirt.jpg"><img src="https://mms.businesswire.com/media/20251208739613/en/2662745/21/KV_Camp_Know_Where_Shirt.jpg" /></a> <a href="https://mms.businesswire.com/media/20251208739613/en/1061227/5/PGlogo.jpg"><img src="https://mms.businesswire.com/media/20251208739613/en/1061227/22/PGlogo.jpg" /></a> <a href="https://mms.businesswire.com/media/20251208739613/en/1061227/5/PGlogo.jpg"><img src="https://mms.businesswire.com/media/20251208739613/en/1061227/21/PGlogo.jpg" /></a>CINCINNATI--(BUSINESS WIRE)--Tide®, America’s #1 trusted laundry detergent brand, is proud to announce its partnership with Netflix’s Stranger Things for the show’s highly anticipated fifth and final season. This collaboration celebrates the show’s most memorable looks - like Eleven’s pink dress and Dustin’s ‘Camp Know Where’ tee - with stain-induced scenes inspired by the show, like Demogorgon-goo and pizza grease, putting Tide’s most advanced formula yet to the test. The partnership is brought to life through a nostalgic TV commercial starring Stranger Things actress Cara Buono.

Season 5 of Stranger Things takes place in 1987, the same year Tide launched its now retro “Letters to Tide” campaign, which featured real, handwritten letters from customers thanking liquid Tide for saving their favorite clothes. To commemorate this shared moment in time, Tide has reimagined its beloved “Letters to Tide” campaign through the world of Stranger Things. In the TV spot, Buono reprises her role as Karen Wheeler, writing a few letters to Tide. Check out the full TV commercial <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fyoutube.com%2Fshorts%2FvwpHO6vELAw&amp;esheet=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=HERE&amp;index=1&amp;md5=1aba549f87de44a6a6d09a01f3a17f08" rel="nofollow" shape="rect">HERE</a>.

With the help of the show’s lead costume designer, Amy Parris, the campaign puts Tide’s boosted formula to the ultimate stain-fighting test. Tide revived the costumes by delivering a superior clean with brighter brights, whiter whites, and a longer-lasting fresh scent that only Tide can.

“People think the magic is only in the design, but it’s also in the clean. On set, costumes go through it all – they’re stained, cleaned, and need to be camera-ready again in hours. That’s why I use Tide’s boosted formula because it delivers a powerful clean that is a breakthrough for on set tough stains,” says Parris.

When will Stranger Things 5 premiere on Netflix?

Stranger Things 5 will release on Netflix across three premiere dates with Volume 1 Now Playing, Volume 2 on Christmas (three episodes) and The Finale on New Year’s Eve. Each volume releases at 5 PM PT. For additional information on when Stranger Things 5 releases in your time zone, please visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=http%3A%2F%2Fwhenisstranger.com&amp;esheet=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=WhenIsStranger.com&amp;index=2&amp;md5=da977d0d11c31e3fd10afe7b62108834" rel="nofollow" shape="rect">WhenIsStranger.com</a>.

Why did Tide team up with Netflix’s Stranger Things?

Tide is no stranger to stains - or to Stranger Things - having been part of the show’s story from the very beginning - appearing in its iconic 1980s packaging in Season 1, Episode 2. The inherently messy moments within the Stranger Things world made for the perfect opportunity to put Tide’s boosted formula to the test, washing away the toughest, most memorable stains.

How does Tide’s partnership connect to the Stranger Things’ story?

With Season 5 set in 1987 - the same year Tide launched its iconic “Letters to Tide” campaign - the partnership celebrates the nostalgia of this shared moment in time. Tide and Stranger Things <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fyoutube.com%2Fshorts%2FvwpHO6vELAw&amp;esheet=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=reimagined+the+beloved+campaign&amp;index=3&amp;md5=f00b0904203710d854a6075e32b61bda" rel="nofollow" shape="rect">reimagined the beloved campaign</a>, envisioning what it might look like if Hawkins’ own Karen Wheeler, played by Cara Buono, had written one of those heartfelt letters herself. From 1987 to 2025, Tide is no stranger to stains.

Did the Stranger Things costume team use Tide on set, and what were the results?

To showcase the power behind the boosted formula, Tide teamed up with Stranger Things’ lead costume designer, Amy Parris, to put the detergent to the ultimate test on set. After costumes were drenched in goo, grease, and other memorable messes, Parris used Tide to bring every piece back to life.

“Stranger Things is all about memorable iconic outfits and stain-induced scenes. We recreated the show’s most iconic costumes like Eleven’s pink dress and Dustin’s ‘Camp Know Where tee’ and put them through serious messes - from Demogorgon goo to pizza grease - and Tide brought every piece back to life with a visibly superior clean,” says Parris.

How did Tide perform against Stranger Things’ stains?

Tide’s boosted formula features 25% more grease and stain-fighting power and 40% more non-ionic surfactants to tackle body soils and odors, making it the ideal product for tough, set in stains like Demogorgon goo. Tide’s new formula was specifically designed to work across all fabric types, machine types, and wash temperatures, delivering a certainty of clean that meets modern laundry needs for all your messy moments, even in the Stranger Things’ world.

“Our team is constantly innovating to meet the needs of today’s laundry, and give consumers the clean they deserve,” said Jennifer Ahoni, Principal Scientist at Tide. “With this new formula, we’re delivering breakthrough odor and stain fighting technology that fights even the toughest of stains, like grease, keeping clothes looking and smelling their best, load after load.”

Why did Tide create a boosted formula for its Original Liquid Detergent?

“We are always pushing ourselves to deliver superior products to meet consumer needs and the ever-evolving laundry landscape,” said Alex Perez, Procter &amp; Gamble's Vice President for North America Laundry at Tide. “We were able to bring this boosted formula from prototype to market in just a year because of our ongoing innovation done behind the scenes. We’re excited to launch this boosted formula to Tide Original Liquid Detergent, which is available at the same price, ensuring customers get the best product without added cost.”

Where can I find more information on Tide’s boosted formula?

Visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Ftide.com%2Fen-us%2Four-commitment%2Famericas-number-one-detergent%2Ftide-boosted&amp;esheet=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=Tide.com&amp;index=4&amp;md5=65121c09da12ce7f6f55345c2da68a4d" rel="nofollow" shape="rect">Tide.com</a> to learn more about Tide’s upgraded formula and superior clean.

Follow Tide on TikTok and Instagram (@TideLaundry) for more details on the Stranger Things partnership as well as 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=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com&amp;index=5&amp;md5=c09c33d5ff913f52c3f29f481d5d73ec" 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=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com%2Fnews&amp;index=6&amp;md5=8c4c4f28b2c3184fb601cb724e8901b2" rel="nofollow" shape="rect">https://www.pg.com/news</a>.

About Stranger Things

A love letter to the ‘80s classic genre films that captivated a generation, Stranger Things is a thrilling drama set in the seemingly normal Midwestern town of Hawkins, Indiana. After a boy vanishes into thin air, his close-knit group of friends and family search for answers and are pulled into a high-stakes and deadly series of events. Beneath the surface of their ordinary town lurks an extraordinary supernatural mystery, along with top-secret government experiments and a dangerous gateway that connects our world to a powerful yet sinister realm. Friendships will be tested and lives will be altered as what they discover will change Hawkins and possibly the world — forever.

Created by The Duffer Brothers, Stranger Things debuted in 2016 and quickly became one of Netflix’s most popular television series ever, with its fourth season alone amassing over 140.7M views globally. Rooted in ‘80s nostalgia, it boosted Kate Bush’s track “Running Up That Hill” into the Billboard Hot 100 chart for the first time in its 38-year history. The series has also garnered over 70 awards worldwide including Emmys® and the Screen Actors Guild Award for Outstanding Performance by an Ensemble in a Drama Series, and has been nominated for over 230 awards. The highly anticipated fifth and final season will release later this year in three volumes at 5PM PT: four episodes on November 26, three episodes on Christmas and The Finale on New Year’s Eve. The beloved franchise offers fans various ways to engage with the cultural phenomenon year-round, including: the Olivier and Tony-award winning stage play, <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fnetflix.us11.list-manage.com%2Ftrack%2Fclick%3Fu%3D841bc426da66e29779077604b%26id%3Dc700c68e0e%26e%3D4e690963c9&amp;esheet=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=Stranger+Things%3A+The+First+Shadow&amp;index=7&amp;md5=28c6dd29058bfed67fcbbdfdfbf51465" rel="nofollow" shape="rect">Stranger Things: The First Shadow</a>; a <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fnetflix.us11.list-manage.com%2Ftrack%2Fclick%3Fu%3D841bc426da66e29779077604b%26id%3Dc98fc6a5e8%26e%3D4e690963c9&amp;esheet=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=collection+of+books&amp;index=8&amp;md5=7d2ea3e5667442a48448295cd55f553d" rel="nofollow" shape="rect">collection of books</a> takes fans deeper into the story; the touring <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fnetflix.us11.list-manage.com%2Ftrack%2Fclick%3Fu%3D841bc426da66e29779077604b%26id%3D66707584cc%26e%3D4e690963c9&amp;esheet=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=Stranger+Things%3A+The+Experience&amp;index=9&amp;md5=65812d682cade8434f3a055d09625e88" rel="nofollow" shape="rect">Stranger Things: The Experience</a><a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fnetflix.us11.list-manage.com%2Ftrack%2Fclick%3Fu%3D841bc426da66e29779077604b%26id%3Ddb24e4ece7%26e%3D4e690963c9&amp;esheet=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=which+recently+expanded+to+Brazil+and+Australia&amp;index=10&amp;md5=38ae0e9e77e86c1509c575b052926eac" rel="nofollow" shape="rect"> which recently expanded to Brazil and Australia</a><a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fnetflix.us11.list-manage.com%2Ftrack%2Fclick%3Fu%3D841bc426da66e29779077604b%26id%3Ddb24e4ece7%26e%3D4e690963c9&amp;esheet=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=%3B&amp;index=11&amp;md5=068e8ff2666021ad8c5338971901750f" rel="nofollow" shape="rect">;</a> Stranger Things: Escape the Dark; a brand new immersive experience set to open at <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fnetflix.us11.list-manage.com%2Ftrack%2Fclick%3Fu%3D841bc426da66e29779077604b%26id%3D29377f2b28%26e%3D4e690963c9&amp;esheet=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=Netflix+House&amp;index=12&amp;md5=f754a78051105eb62aa677c7d6b41da0" rel="nofollow" shape="rect">Netflix House</a> later this year; Stranger Things: Tales From ‘85, an <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fnetflix.us11.list-manage.com%2Ftrack%2Fclick%3Fu%3D841bc426da66e29779077604b%26id%3D08af142f28%26e%3D4e690963c9&amp;esheet=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=animated+series&amp;index=13&amp;md5=d5cfe090aa834b4ad1d07c961a7bd0b7" rel="nofollow" shape="rect">animated series</a> that will take fans back to Hawkins in 2026; fans celebrate November 6 — the day Will Byers went missing — as ‘Stranger Things Day;’ and they can follow <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fnetflix.us11.list-manage.com%2Ftrack%2Fclick%3Fu%3D841bc426da66e29779077604b%26id%3Dbdca40b0a4%26e%3D4e690963c9&amp;esheet=54370687&amp;newsitemid=20251208739613&amp;lan=en-US&amp;anchor=%40StrangerThings.Things&amp;index=14&amp;md5=fb1da62c2b4967cda8397b9fe30496e7" rel="nofollow" shape="rect">@StrangerThings.Things</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 Teams Up with Netflix’s Stranger Things 5 to Reimagine its 1987 Letters to Tide Campaign Featuring New Boosted Formula

CINCINNATI--(BUSINESS WIRE)--Andre Schulten, Chief Financial Officer of The Procter &amp; Gamble Company (NYSE:PG) will be a featured speaker at the Morgan Stanley Global Consumer &amp; Retail Conference on Tuesday, December 2, 2025 at 8:45 A.M. Eastern Time (ET).
 <a href="https://mms.businesswire.com/media/20251125698519/en/1061227/5/PGlogo.jpg"><img src="https://mms.businesswire.com/media/20251125698519/en/1061227/22/PGlogo.jpg" /></a> <a href="https://mms.businesswire.com/media/20251125698519/en/1061227/5/PGlogo.jpg"><img src="https://mms.businesswire.com/media/20251125698519/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=54363355&amp;newsitemid=20251125698519&amp;lan=en-US&amp;anchor=www.pginvestor.com&amp;index=1&amp;md5=78da060e8a98f191df15690a6ae69b1a" 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=54363355&amp;newsitemid=20251125698519&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com&amp;index=2&amp;md5=890a7fa1fc8d685b27222da56f589127" 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=54363355&amp;newsitemid=20251125698519&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com%2Fnews&amp;index=3&amp;md5=9cad7d1b5bd44b5b6b253e524db5473a" 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 Morgan Stanley Global Consumer & Retail Conference, December 2

CINCINNATI--(BUSINESS WIRE)--Aussie is redefining curl care with the launch of Ultra Wonder, breaking the rules and challenging the notion that great hair requires a dozen products and hours of styling. As the brand's first premium innovation, the three-product collection—Ultra Wonder Daily Mist, Ultra Wonder Treatment, and Ultra Wonder Gel Crème (each $9.99) — merges the benefits of treatments and stylers in single formulas, inviting consumers to "Dare to Wonder" and simplify their routines without sacrificing performance.
 <a href="https://mms.businesswire.com/media/20251124960866/en/2652803/5/Picture1.jpg"><img src="https://mms.businesswire.com/media/20251124960866/en/2652803/22/Picture1.jpg" /></a> <a href="https://mms.businesswire.com/media/20251124960866/en/2652803/5/Picture1.jpg"><img src="https://mms.businesswire.com/media/20251124960866/en/2652803/21/Picture1.jpg" /></a> <a href="https://mms.businesswire.com/media/20251124960866/en/2652810/5/Aussie_Logo_FullRGB.jpg"><img src="https://mms.businesswire.com/media/20251124960866/en/2652810/22/Aussie_Logo_FullRGB.jpg" /></a> <a href="https://mms.businesswire.com/media/20251124960866/en/2652810/5/Aussie_Logo_FullRGB.jpg"><img src="https://mms.businesswire.com/media/20251124960866/en/2652810/21/Aussie_Logo_FullRGB.jpg" /></a>
The Collection: Three Multi-Benefit Curl Care Products

Streamlined formulas powered by amino acids and strengthening lipids replace multiple products while delivering treatment-level care for visibly healthier, more defined hair.
<ul class="bwlistdisc">
<li>
<a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Faussie.com%2Fen-us%2Fultra-wonder-daily-mist&amp;esheet=54363068&amp;newsitemid=20251124960866&amp;lan=en-US&amp;anchor=Ultra+Wonder+Daily+Mist&amp;index=1&amp;md5=e8ea28ac46c2f553b2563ffdac81eee1" rel="nofollow" shape="rect">Ultra Wonder Daily Mist</a> (MSRP $9.99): An all-in-one, multi-tasking mist that primes, protects, detangles, conditions, and adds shine, leaving hair 55% more glossy*. Transforms from a silky cream to a lightweight spray with 450°F heat protection and anti-breakage benefits. Silicone-free and designed for daily use.
</li>
<li>
<a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Faussie.com%2Fen-us%2Fultra-wonder-treatment&amp;esheet=54363068&amp;newsitemid=20251124960866&amp;lan=en-US&amp;anchor=Ultra+Wonder+Treatment&amp;index=2&amp;md5=cb43c977de8773209529a196b70ea2b5" rel="nofollow" shape="rect">Ultra Wonder Treatment</a> (MSRP $9.99): A sulfate-free rich treatment made with amino acids that makes hair 3x stronger** and protects against breakage. Multi-tasking formula delivers strengthening moisture and bond repair – in or out of the shower – with 48H bond protection and 24H moisturization.
</li>
<li>
<a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Faussie.com%2Fen-us%2Fultra-wonder-gel-creme&amp;esheet=54363068&amp;newsitemid=20251124960866&amp;lan=en-US&amp;anchor=Ultra+Wonder+Gel+Cr%26egrave%3Bme&amp;index=3&amp;md5=8b3dcc3d7d9b59dd9ad9d989b92e81f8" rel="nofollow" shape="rect">Ultra Wonder Gel Crème</a> (MSRP $9.99): The hold and styling power of a gel meets the moisture of a cream. Made with strengthening lipids and amino acids while being paraben-free. Delivers 24H curl definition and 24H frizz control, even in high humidity. Perfect for slick-backs, taming fly-aways and edges, defining curls, or refreshing protective styles.
</li>
</ul>
“We're thrilled to introduce Ultra Wonder — born from a simple truth: great curls shouldn’t demand a dozen products or a complicated routine,” said Eryn Lampkin, Brand Director Aussie, Multicultural Hair. “Each formula works harder so you don’t have to, from our Daily Mist that primes, protects, detangles, and conditions in one step, to our Treatment that delivers bond repair and deep moisture in or out of the shower. Premium performance doesn’t require a premium price — every product is under $10, giving you back time, money, and confidence in your curl care.”

Accessible Innovation for Curly Hair Textures

Ultra Wonder delivers Aussie's commitment to innovation, flexibility, and high-performance hair care at an accessible price point. These multi-taskers combine multiple products and benefits into one, giving consumers ultimate flexibility to simplify their routines without sacrificing results — designed for every texture, every lifestyle, and every unique hair journey.

Ultra Wonder will be available on Amazon, TikTok Shop and at food, drug, and mass market retailers nationwide.

Instagram: <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.instagram.com%2Faussiehaircare%2F%3Fhl%3Den&amp;esheet=54363068&amp;newsitemid=20251124960866&amp;lan=en-US&amp;anchor=%40AussieHaircare&amp;index=4&amp;md5=6a7505e7ad9ddd3001bbbcf0ef88ba0a" rel="nofollow" shape="rect">@AussieHaircare</a> TikTok: <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.tiktok.com%2F%40aussiehaircare%3Flang%3Den&amp;esheet=54363068&amp;newsitemid=20251124960866&amp;lan=en-US&amp;anchor=%40AussieHaircare&amp;index=5&amp;md5=026d0753a1fe64d44c7f046ddb7b15a6" rel="nofollow" shape="rect">@AussieHaircare</a>

*vs non-conditioning shampoo
 **vs non-conditioning shampoo/strength against breakage

About Aussie Haircare

Aussie Haircare strives to bring the fun into haircare with a diverse lineup of products. Aussie Hair has a variety of shampoos, conditioners, and styling products for all hair types to help you look and feel your best every day. The current Aussie Hair offerings include: Ultra Wonder, 3 Minute Miracle, Miracle Coils, Miracle Waves, Hair Insurance, Instant Freeze, Mega, Instant Volume, Miracle Curls, Miracle Moist, Miracle Repairer, Sprunch, Total Miracle and more. All Aussie products are PETA certified cruelty-free.

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=54363068&amp;newsitemid=20251124960866&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com&amp;index=6&amp;md5=d2897423c92da01a29bd2ee4c73ea896" 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=54363068&amp;newsitemid=20251124960866&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com%2Fnews&amp;index=7&amp;md5=b7b455d201366eb0cd0308e01fe413e1" rel="nofollow" shape="rect">https://www.pg.com/news</a>.
 Contacts 
For more information on Ultra Wonder and the latest innovations from Aussie, please contact:
 
 Jess Diah
 <a target="_blank" href="mailto:jdiah@devriesglobal.com" rel="nofollow" shape="rect">jdiah@devriesglobal.com</a>

Aussie Dares to Wonder: New Ultra Wonder Collection Brings Premium Multi-Tasking Curl Care to Mass Market

In Honor of World Prematurity Day Pampers Introduces Swaddlers Size Pxxs for the Tiniest FightersCINCINNATI--(BUSINESS WIRE)--To address the critical needs in preemie care, highlighted by a staggering 350% rise in Neonatal Intensive Care Unit (NICU) admissions for babies born at 22 weeks gestation from 2008 to 2022 i, Pampers is excited to announce a groundbreaking advancement in neonatal care this World Prematurity Day (November 17th). Pampers is introducing the world’s tiniest diaper, Swaddlers size ”Preemie extra extra small” (Pxxs). Designed for the extremely premature skin of babies born as early as 21-22 weeks or weighing less than 500g, this handcrafted diaper is made with premium soft materials. Swaddlers size Pxxs helps NICU professionals provide unparalleled care and comfort to the most vulnerable newborns, living up to Pampers’ promise to be “Behind Every Baby”, even the tiniest fighters. <a href="https://mms.businesswire.com/media/20251117274987/en/2644972/5/Pxxs_Cotton_Swab.jpg"><img src="https://mms.businesswire.com/media/20251117274987/en/2644972/22/Pxxs_Cotton_Swab.jpg" /></a> <a href="https://mms.businesswire.com/media/20251117274987/en/2644972/5/Pxxs_Cotton_Swab.jpg"><img src="https://mms.businesswire.com/media/20251117274987/en/2644972/21/Pxxs_Cotton_Swab.jpg" /></a> <a href="https://mms.businesswire.com/media/20251117274987/en/2646156/5/Pampers_Heart_Logo.jpg"><img src="https://mms.businesswire.com/media/20251117274987/en/2646156/22/Pampers_Heart_Logo.jpg" /></a> <a href="https://mms.businesswire.com/media/20251117274987/en/2646156/5/Pampers_Heart_Logo.jpg"><img src="https://mms.businesswire.com/media/20251117274987/en/2646156/21/Pampers_Heart_Logo.jpg" /></a>
Pampers collaborated with top medical NICU professionals to design Swaddlers size Pxxs, combining diverse expertise and proven technology to address an unmet need. “Working in the NICU for over 25 years, I have experience with the challenges involved in caring for premature infants. The Swaddlers Pxxs diapers are a vital innovation, offering a fit and softness in such a small size that we haven't seen before. They truly meet the specific needs of our tiny patients, giving us peace of mind that we are offering the highest level of care," Johni Cochran, MSN, NNP-BC at Cincinnati Children’s Hospital.
“Swaddlers size Pxxs marks a significant advancement in neonatal care. I've seen firsthand how properly fitting diapers not only reduce stress but also provide stability for micro preemies during such a critical phase of their development,” Dr. Stephen DeMeo Neonatologist at WakeMed Health and Hospitals.
Supporting parents where they are, Pampers is continuing its 25+ year partnership with March of Dimes with a donation to the March of Dimes NICU Family Support® program, which will provide education, comfort and life-changing guidance for more than 50,000 families as they navigate the challenges of a newborn’s NICU stay.
Expanding their support network, Pampers is also launching a Q&amp;A-style social content series tailored to the search behaviors of preemie families. This will ensure they find answers precisely when and where they need them, transforming a time of uncertainty into one of comfort, confidence, and care.
“At Pampers we’re dedicated to helping every baby and with today’s medical advancements that support extreme premature births, babies continue to be born earlier and smaller than ever, creating bigger and smaller needs in preemie care. For today’s micro preemies, there was no diaper that fit their size and met their needs. That’s why we partnered with leading medical authorities to create Swaddlers size Pxxs, the world’s smallest diaper. Our ongoing partnership with March of Dimes and our Q&amp;A-style social content series further underscores our commitment to offer real-time guidance to families navigating their baby’s time in the NICU. These initiatives collectively embody Pampers’ promise to stand 'Behind Every Baby,' providing care and comfort to even the tiniest fighters,” Adam Riegle, VP, Baby Care North America, Pampers.
For more information, visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.pampers.com%2Fen-us%2Fbehind-every-preemie&amp;esheet=54358394&amp;newsitemid=20251117274987&amp;lan=en-US&amp;anchor=Pampers.com&amp;index=1&amp;md5=fc7b0e59854faaec0154269138d5c014" rel="nofollow" shape="rect">Pampers.com</a> to learn more about how you can support preemie care with a donation to March of Dimes this month.
What makes the Pampers Pxxs different from other diapers?
Diapers touch a baby’s skin more than anything else. That’s why every Pampers product, from diapers to wipes, is crafted with intentional care. Swaddlers size Pxxs is handcrafted with meticulous care to meet the needs of extremely premature preemie skin using premium soft materials to prevent abrasion on underdeveloped skin. Swaddlers size 'Preemie extra extra small' or Pxxs, is the fourth and smallest diaper in Pampers’ Preemie Collection, and is designed for babies weighing less than 500g.
What are the considerations in diapering a preemie? Why is it so important in relation to preemie care?
Preemie babies are extremely vulnerable. Their skin is delicate, and their nervous systems can be easily overstimulated. Thus, diaper changes must be executed with the utmost care to prevent skin irritation or unnecessary stress.
How prevalent are pre-term births in the United States?
In 2025, the national preterm birth rate was 10.4%, representing over 360,000 babies and their families ii.
When and where will it be available?
Pampers Swaddlers size Pxxs will be available at a select group of hospitals in 2025 and will continue to roll out nationwide. The Pxxs will not be sold in retail stores or online as they are handcrafted and uniquely designed to meet the needs of premature babies in the NICU.
What does Pampers’ Behind Every Baby commitment mean for preemies?
"Behind Every Baby" is a celebration of Pampers’ unwavering commitment to be there for every baby – from their very first diaper to their first full night of sleep, first steps, and beyond. Swaddlers size Pxxs is the proof point that Pampers is truly behind every baby, even the tiniest fighters. That’s why we created the world’s tiniest diaper. When the world feels too big for them, we offer something just their size. Pampers Swaddlers size Pxxs (preemie extra, extra small) is designed to deliver comfort and care to the most vulnerable babies, so all they feel is love.
What is Pampers’ experience in preemie care?
Pampers is the #1 choice for NICU professionals iii. The partnership with hospitals began in 1969, and our first preemie diapers were introduced to NICUs in 1973. Our diapers touch a baby's skin more than anything else, which is why all Pampers products are crafted with meticulous care. Our safety measures include hypoallergenic, paraben-free, and latex-free materials, adhering to strict standards set by global health organizations. We’re committed to supporting all babies’ happy, healthy development from preemies to toddlers.
Did Pampers collaborate with any experts for the creation of Pxxs?
Pampers partnered with leading medical authorities including level III and IV hospitals, Neonatologists, Neonatal Wound Care Specialists, Neonatal Therapists, and NICU nurses to design the Pampers Preemie Collection, including size Pxxs, intended to deliver superior preemie and family care.
About Pampers
For more than 60 years, parents have trusted Pampers to care for their babies. Every day, more than 25 million babies in 100 countries around the world wear Pampers. Pampers offers a full range of diapers, wipes and training pants designed to provide protection and comfort for every stage of a baby’s development. Visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.pampers.com&amp;esheet=54358394&amp;newsitemid=20251117274987&amp;lan=en-US&amp;anchor=www.pampers.com&amp;index=2&amp;md5=60f2b15850d9aff3c90161a701766e09" rel="nofollow" shape="rect">www.pampers.com</a> to learn more about how Pampers is ‘behind every baby’ through its products, resources and rewards program.
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=54358394&amp;newsitemid=20251117274987&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com&amp;index=3&amp;md5=ab23dde506e47d68e63125f612a21a3f" 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=54358394&amp;newsitemid=20251117274987&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com%2Fnews&amp;index=4&amp;md5=19b2724313fba55e98dff7d36fb737ab" rel="nofollow" shape="rect">https://www.pg.com/news</a>.
i <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fdigitalcommons.library.tmc.edu%2Fcgi%2Fviewcontent.cgi%3Farticle%3D3285%26context%3Duthmed_docs&amp;esheet=54358394&amp;newsitemid=20251117274987&amp;lan=en-US&amp;anchor=Neonatal+Intensive+Care+Unit+Resource+Use+for+Infants+at+22+Weeks%26%238217%3B+Gestation+in+the+US%2C+2008-2021+-+PMC&amp;index=5&amp;md5=ebfa34dcf0949c12b4a88746afdc42d2" rel="nofollow" shape="rect">Neonatal Intensive Care Unit Resource Use for Infants at 22 Weeks’ Gestation in the US, 2008-2021 - PMC</a>
ii2025 March of Dimes Report Card
iiiBased on a 2025 survey of U.S. NICU Professionals Contacts 
Emily Sims
 MSL New York
 <a target="_blank" href="mailto:Emily.Sims@MSLGroup.com" rel="nofollow" shape="rect">Emily.Sims@MSLGroup.com</a>

Pampers Unveils World's Smallest Diaper to Revolutionize Preemie Care and Continue Its Commitment to be Behind Every Baby

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