The Makers of ARM & HAMMER® Introduce Its First Scented Detergent Clinically Tested to Be Good to Your Sensitive Skin

Now Sensitive Skin Sufferers Finally Have Choice of Scented or Unscented Detergent with Announcement of New ARM & HAMMER® Sensitive Skin Plus Scent

News provided by

Church & Dwight Co., Inc.

Jul 20, 2011, 08:45 ET

PRINCETON, N.J., July 20, 2011 /PRNewswire/ -- Sensitive skin sufferers no longer need to sacrifice scent for sensitivity with the introduction of ARM & HAMMER® Sensitive Skin Plus Scent Detergent. This breakthrough detergent features a skin-friendly fresh scent that is hypoallergenic and clinically tested to be good to sensitive skin, while delivering deep cleaning and freshness to laundry. In fact, people prefer ARM & HAMMER® Sensitive Skin Plus Scent 2-to-1 over the leading free detergent.(1) This new scented, sensitive detergent joins ARM & HAMMER® Perfume and Dye Free, to now provide the first line of sensitive skin detergents with Fresh Scent and no scent options.

(Photo: http://photos.prnewswire.com/prnh/20110720/NY37931 )

A Sensitive Nation

More than half (52 percent) of U.S. households report a family member having sensitive skin.(2) When looking for a solution, many people avoid using fragranced products, including laundry detergent. ARM & HAMMER® Sensitive Skin Plus Scent is designed to provide sensitive households with the option to enjoy clean and fresh-smelling laundry, from sheets and towels to their favorite clothes.

"We're thrilled to continue to revolutionize the way households across the country do laundry, by providing sensitive skin sufferers with our first fragranced detergent clinically tested to be good to sensitive skin," said Kevin Kuchinski, Vice President, Church & Dwight Fabric Care. "Our sensitive skin-friendly line of ARM & HAMMER® detergents offers the choice of both scented and unscented detergents and all are still specially formulated with the freshness and cleaning boost of Baking Soda at a great value."

Satisfying all Sensitive Skin Sufferers

ARM & HAMMER® Sensitive Skin Plus Scent delivers deep cleaning and freshness to laundry with special agents that trap the soil in the wash water, so it rinses away and does not redeposit on clothes. The formula also includes the added benefits of ARM & HAMMER® Baking Soda to help remove tough dirt and odors.

ARM & HAMMER® Sensitive Skin Plus Scent Laundry Detergent joins the full line of ARM & HAMMER® Fabric Care products that treat stains, soften clothes and meet various laundry needs. With this latest addition, ARM & HAMMER® now offers a choice of sensitive laundry detergents, with or without fragrance, to satisfy all sensitive skin households.

ARM & HAMMER® Sensitive Skin Plus Scent is the newest addition to ARM & HAMMER® Sensitive Skin laundry products and is our first scented detergent clinically tested to be good to sensitive skin. This detergent is hypoallergenic and delivers deep cleaning and deodorizing, plus a fresh scent.
ARM & HAMMER® Perfume and Dye Free is a variant of ARM & HAMMER® Sensitive Skin laundry products that is free of perfumes and dyes with the same cleaning power as regular ARM & HAMMER® detergent.

Both variants are compatible in High Efficiency machines (HE) and standard washing machines. ARM & HAMMER® Sensitive Skin laundry products are available now at retailers nationwide in 50 oz., 68.75 oz. and 150 oz. sizes. The suggested retail price ranges from $4.99 to $9.99.

For more information, visit www.armandhammer.com.

About ARM & HAMMER®

For more than 165 years, the familiar orange ARM & HAMMER® Baking Soda box has been a trusted fixture in both the refrigerator and home. The brand was founded in 1846 when Dr. Austin Church and John Dwight began to produce and sell sodium bicarbonate under the

ARM & HAMMER®brand name.

In 1970, CHURCH & DWIGHT introduced the first non-phosphate laundry detergent.

Today, CHURCH & DWIGHT manufactures a variety of cleaning, freshening and deodorizing products for the home, family and body under the iconic ARM & HAMMER® brand name.

(1) In a nationwide survey; among those with a preference.

(2) Sensitive Skin Omnibus Survey, March 2010

Media Contact:
Janet Reinhardt/Edelman
212-704-4430
[email protected]

SOURCE Church & Dwight Co., Inc.