In the words of the hit Off-Broadway play Love, Loss, and What I Wore, "nothing will ever be the new black." Black clothing is classic, stylish, and an undeniably integral part of every woman's closet, which is why Procter and Gamble's (NYSE:PG) Bounce® fabric softener is partnering with Love, Loss, and What I Wore to celebrate the role of black clothing in a woman's wardrobe. Bounce, which helps repel hair and lint from black clothing, will team up with the show to engage women across the country in a conversation about what black clothing means to them and how it helps them to look and feel their best.

"Women everywhere can relate to the funny and poignant stories from Love, Loss, and What I Wore about clothing and the memories they trigger, and black clothing in particular," said Charlene Butcher, Bounce Brand Manager. "In partnering with the show we want to express the integral role of black clothing in a woman's wardrobe and share the best tips and tricks to keep it looking even more brilliant, particularly using Bounce to help repel hair and lint."

Now in its third smash year, having opened at New York's Westside Theatre on October 1, 2009, Love, Loss, and What I Wore is an intimate collection of stories written by sisters Nora Ephron and Delia Ephron, directed by Karen Carpenter, and produced by Daryl Roth. It has featured over 110 cast members, including Emily Dorsch, Daisy Eagan, Stacy London, Sonia Manzano, Rosie O'Donnell, Brooke Shields, Robin Strasser, Loretta Swit, Zuzanna Szadkowski, Myra Lucretia Taylor, Dawn Wells, and many more. The show is comprised of a series of monologues paying tribute to clothing and the memories they trigger, and no clothing is more celebrated in the show than black clothing. Cast members wear all-black on stage and spend an entire vignette of the show praising the color and lamenting the fact that they never have enough black clothing in their closets. This important theme points to the fact that black clothing continues to be a constant in women's closets and plays a significant role in their lives, which has been shown by research.

According to a recent P&G study of 129 women, an astounding 68% of women wear black clothing at least 2-3 times per week. Not only is it extremely appealing to women, it can also affect the way that they feel; the study showed that the majority agree that wearing it makes them feel confident and powerful. While universally appealing to females, there is a certain amount of disappointment that can come with wearing it - 40% of women agree that the main reason they won't wear an article of black clothing is because it attracts hair and lint, and 97% agree that having it on their black clothes makes them feel unpolished. Luckily Bounce offers a solution for this, as both the Bounce Dryer Bar and Bounce dryer sheets can help to repel lint and hair, making women feel better about wearing black when they want to.

"We're thrilled to be partnering with Bounce," producer Daryl Roth said. "Said best in Love, Loss, 'nothing will ever be the new black,' and Bounce can help our clothing look their best."

BRINGING THE PARTNERSHIP TO LIFE

Bounce's partnership with Love, Loss, and What I Wore will consist of a number of components that will showcase the significance of black clothes and demonstrate how using Bounce can help keep black clothing a source of confidence for women. Bounce will follow the show as it embarks on a national tour, and will host opening night events in New York, Charlotte, and Detroit. Attendees to all shows will receive samples of the Bounce Dryer Bar so they can try the product on their own black clothing to see how it helps repel lint and hair. Additionally, people can learn more about Bounce and Love, Loss, and What I Wore on the Bounce Facebook page with exclusive footage from the show, never-before-seen interviews with the cast, and stories from the audience about their experiences with black clothing. Join the conversation at www.facebook.com/bounce.

About Love, Loss, and What I Wore

Proving that a great show is always in fashion, Love, Loss, and What I Wore, with its starry rotating cast and compulsively entertaining subject matter, has become an international hit. It has played on six continents (North America, South America, Asia, Australia, Africa and Europe), in places including: Cape Town, South Africa; The Philippines; Paris, France (where popular demand has been so great that it's returning in January 2012); Sydney, Australia; Toronto, Canada and many more. The play is based on the best-seller by Ilene Beckerman, as well as on the recollections of the Ephrons' friends. Like the popular book, the show uses clothing and accessories and the memories they trigger to tell funny and often poignant stories that all women can relate to, creating one of the most enduring theatergoing experiences in New York and now across the country.

About Bounce®

Bounce® dryer sheets add softness and static reduction to fabrics in the dryer along with a wonderful fresh scent. Bounce dryer sheets are available in a variety of great scents: Fresh Linen, Outdoor Fresh Scent?, Spring Fresh. Bounce offerings also include Bounce Pure Essentials?, Bounce with Febreze® Fresh Scent, Bounce Free & Sensitive?, Bounce Awakenings? and the Bounce Dryer Bar?. For more information, visit www.BounceEverywhere.com.

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Procter & Gamble
Sherilena Strub, 513-983-3267/strub.sm@pg.com
or
DeVries Public Relations
Jessica Greco, 646-253-0229/jgreco@devries-pr.com