Airing Dirty Laundry More Common than Expressing Joy, but Survey Reveals That...

Airing Dirty Laundry More Common than Expressing Joy, but Survey Reveals That Not All Housewives Are Desperate

Consumers Urged to Stop and Smell the…Mangoes and Share Their ‘Scents’ of Happiness


Cincinnati, OH–(HISPANIC PR WIRE)–January 24, 2006–With bad news dominating the headlines and a vocabulary with more words that express negative rather than positive emotions(1), perhaps it’s no wonder it seems more common to discuss what’s wrong rather than what’s right. But does this propensity to engage in water cooler gossip rather than praise, or comment on rising prices rather than on a sunrise, mean we’re unhappy? According to Pamela Gail Johnson, Founder of the Secret Society of Happy People, the answer is a resounding “no,” but we do tend to keep our happiness a secret.

“We know there are a lot of happy people out there, yet they get more reinforcement for airing their dirty laundry than telling people they’ve had a happy moment. The Society believes happiness is contagious and that when more people talk about happy events and moments, sharing them will become more common and even encouraged.”

In fact, a new survey reveals that three out of four married women—totaling more than 44.8 million—describe themselves as “happy homemakers.” Their secret? Ninety-five percent say they take time to appreciate and share life’s little joys, which includes savoring the scent of something they love.

And it’s no secret that scent plays a powerful role in evoking positive memories and enhancing happiness. Extensive research conducted over the past 25 years indicates that pleasant scents are strongly associated with memory and that we tend to be happier when in the presence of a pleasing aroma.

The Secret Society of Happy People has partnered with Gain(R) Joyful Expressions(TM) and designated February as “Stop and Smell the…Mangoes” Month. During “Stop and Smell the …Mangoes” Month they’ll encourage people to take a break from their busy lives to share a happy thought with their family, friends, and co-workers, and also incorporate their favorite scents into daily life.

“What better way to evoke lasting, happy memories and express joy than with scent? Broadening the use of scent in the home, whether through cooking with fragrant herbs, laundering clothing and linens with wonderfully scented detergent, lighting aromatic candles or simply brewing coffee in the morning, is a simple way to enhance and share joys” added Johnson. “We’re happy to partner with Gain Joyful Expressions to spread the word about their new, long-lasting scented laundry detergents. Extending today’s popular tropical scents into a laundry detergent is a fun and creative way to share memorable fragrances with your family everyday.”

Gain Joyful Expressions – a first of its kind line of fragrance-infused laundry detergents – has joined the Secret Society in their campaign to talk about happiness by calling on them to express their “scents” joy. By visiting they can express one of their happy moments and send a joyful expression to a friend. In return, they will receive a free sample by mail (while supplies last) of Gain Joyful Expressions Apple Mango Tango laundry detergent, being launched this month along with a Gardenia Delight scent.

Apple Mango Tango and Gardenia Delight are two unique scents featuring breakthrough laundry perfumes that are specially designed to reflect new scent trends, such as exotic perfume notes like tropical fruit, and provide an uplifting experience to doing laundry. And, Gain’s scent technology allows perfumes to deposit and release over time from fabrics and clothes. Perfumes are left at the end of the wash/dry cycle which means Americans can enjoy the long-lasting scent for weeks.

Gain Joyful Expressions will be available in late January 2006 at mass merchandise and grocery retailers nationwide in 100oz liquid/4L powder sizes for a suggested retail price of $5.99-$6.49. Apple Mango Tango 35oz fabric softener retails for a suggested $2.99-$3.67.

Survey Methodology – The survey was conducted by Kelton Research for Gain Joyful Expressions in December 2005 with 352 married women. The margin of error is 5.2%.

About Gain(R) – Gain was introduced in 1966 and has grown to include 9 scents and both a liquid and powder laundry detergent. Gain allows consumers to get the great cleaning of Gain in a “Clean, crisp, light, fresh” scent that they prefer. For more information on Gain visit

About Procter & Gamble – Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R). Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella, Gillette(R), and Braun. The P&G community consists of almost 140,000 employees working in over 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

About the Secret Society of Happy People – The Secret Society of Happy People was formed in August 1998 to encourage the expression happiness and discourage parade raining. (Parade-rainers are those people who don’t want to hear your happy news). The Society gained international recognition in December 1998 when it challenged Ann Landers for discouraging people from writing happy holiday newsletter to enclose with their holiday cards.

1. (Penn State Press Release) Linguistics May Be Clue to Emotions. January 20, 2005

Airing Dirty Laundry More Common than Expressing Joy, but Survey Reveals That Not All Housewives Are Desperate