Fifty Cameras, a Fake Home and Virtual Reality: How Tide’s New Detergent Came Together

Laundry detergent is not my regular beat. But when Procter & Gamble invited me to check out one of its secret lairs, with a PR rep touting “advanced modeling and virtual reality” within, I couldn’t resist.

Yes, the maker of Tide, Bounty, Duracell, Head & Shoulders and countless other household brands has a secret lair near its Cincinnati, Ohio headquarters. It’s one of 52 P&G “Innovation Centers” around the world, and until this week, the press has never been allowed inside any of them. My request to bring a camera was denied.      More Read