For Immediate Release s76

FOR IMMEDIATE RELEASE March 2011

Home ECO-nomics

Consumers Re-Evaluate What “Green” Really Means in the Economic Downturn

North Olmsted, Ohio… Of the 13 recessions since the Great Depression, none has presented a combination of length, breadth and depth than that of our current economic downturn. However, there is a bit of a bright spot among all of the doom and gloom… or should we say a green spot? While many expected American consumers to lose interest in the green movement, what has surfaced is a new pragmatism about the environment that embraces restraint, simplicity and cost-savings. As a result, consumers are re-evaluating what green really means.

“Today’s green consumers are really savvy. They’re no longer a niche group, looking to personally save the environment… instead, they’re now smarter about what they buy and they’re looking for a direct return on investment through energy and utility savings,” said Jack Suvak, senior director of research and insights, Moen. “They know what they want to buy and how they manage environmental and personal resources.”

Home Is Where it All Begins

From organic produce to low-phosphate detergents – home is the heart of all things green. Whatever touches the kitchen and bath has become the first place for consumer evaluation and potential adoption.

Kitchen Fortunately, the kitchen is one area where consumers have the most options for sustainable products that have the most cost saving opportunity. From ENERGY STAR®-qualified appliances to green cleaning, and even a few surprise products, homeowners have a virtual eco-wonderland of possibilities. A few standouts include:

 Awesome Appliances. Refrigerators, dishwashers and water dispensers, oh my! ENERGY STAR-qualified appliances offer the benefits of efficiency, features and convenience. For example, new models of GE refrigerators that have earned ENERGY STAR are 20 percent more energy efficient than those that do not qualify for ENERGY STAR; and are 40 percent more energy efficient than conventional refrigerators sold in 2001. And, the sustainable options available are equal to their traditional counterparts, if not more plentiful – with side-by-side, top- and bottom- freezer styles all available.

 Green Cleaning. If scrubbing pots and pans makes you want to throw in the towel; pick up a natural sponge instead. Scotch-Brite’s Greener Clean Natural Fiber Scrub Sponges and Scour Pads are new dish scrubbers, made from the agave plant, that are tough enough to remove dried-on food, but gentle enough to use on delicate surfaces, like non-stick pans, without scratching.

 Sustainable Spout. While homeowners are concerned about saving water, the thought of waiting at the kitchen sink to fill a pot or pitcher is not very appealing. Fortunately, the new Lindley™ Eco-Performance kitchen faucet from Moen is the first in the kitchen category to offer a water-saving faucet that still provides exceptional performance.

Users can easily switch between three unique water flow settings: 1) Eco- Performance Aerated Stream (set/default setting); 2) Eco-Performance Spray; and 3) Full Flow. The default setting features a reduced flow rate of 1.5 gallons per minute (gpm) – in an Eco-Performance standard aerated stream or aerated spray mode – which translates to a 32 percent water savings. However, for tasks that require a set amount of water, such as filling a pot, washing dishes or preparing foods, homeowners can simply toggle to the "Full Flow" option to change the flow rate back to the standard 2.2 gpm rate.

We’ve all heard the sustainable tips for the bathroom… take shorter showers…turn off styling items when they’re not in use… but there are some new green items for the bath that will help you be more efficient, without giving it a second thought. Examples include:

 Let There Be Light. We all need a little extra light in the bathroom, but that doesn’t mean you need to be wasteful. While Compact Fluorescent Light Bulbs (CFLs) cost a bit more than traditional light bulbs, they will save more than $40 in electricity costs over their lifetime, and use about 75 percent less energy than standard incandescent bulbs… all while lasting up to 10 times as long. Plus, homeowners no longer need to worry about poor light quality. Spiral CFL light bulbs are now available in colors that replicate halogen, traditional fluorescent and full-spectrum light sources.

 Shower Power. It’s the place where we waken our senses; or relax and unwind. While “green” and “shower” might not be words we typically associate with each other; there are new products that combine exceptional performance with water- saving benefits. The Envi® Eco-Performance rainshower from Moen features innovative Immersion® technology – a self-pressurizing system that increases the force and flow of water delivery, while offering a flow rate of 2.0 gallons per minute, 20 percent less than the industry standard.

 Sustainable Salt. When you’re ready to take a break from the daily routine and take a hot bath… even in this blissful setting, you can still be conscious of the environment. AVEENO’s Soothing Bath Treatment is one of the first products to receive the Green Good Housekeeping Seal, meaning it has been reviewed by the scientists at the Good Housekeeping Research Institute in terms of overall effectiveness and environmental criteria. Made of 100 percent natural colloidal oatmeal, the bath treatment works as a cleanser while also relieving itchy, irritated skin.

“The green landscape of consumer products can definitely be overwhelming – the volume of green products available to U.S. consumers increased by 73 percent between 2009 and 2010 alone,” explained Suvak. “But, by making smart choices and selecting products from brands they trust, homeowners today can have it all – cost-effective, no-sacrifice solutions that deliver on their sustainable promises.”

For more information about sustainable products from Moen, visit moen.com/ecoperformance.

About Moen Moen, the 2010 EPA WaterSense ® Manufacturer Partner of the Year, offers a diverse selection of thoughtfully designed, on-trend kitchen faucets, bathroom faucets, bath accessories, showerheads, and stainless steel sinks for residential and commercial applications. As a WaterSense partner, Moen has aligned its priorities with the goals of the U.S. EPA, working to protect the future of our nation's water supply through the introduction and ongoing support of water-efficient products, programs and practices, while keeping consumers’ needs top-of-mind.

Customers have come to rely on Moen, the #1 faucet brand in North America, to deliver dependable products and service. Moen is part of Fortune Brands, Inc. (NYSE: FO, www.fortunebrands.com), a leading consumer brands company.

Contact: Jennifer Allanson or Kristi Stolarski Falls Communications (216) 696-0229 [email protected] or [email protected]