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Febreze is a brand of household odor eliminator manufactured by Procter & Gamble, sold in North America, Brazil, Europe, Asia, Australia and New Zealand. First introduced in test markets in 1993,[where?] the product has been sold in the United States since June 1998, and the line has since branched out to include air fresheners (Air Effects), fabric refreshers, plug-in oils (Noticeables), scented disks (Scentstories), odor eliminating candles and automotive air fresheners.
The active ingredient in Febreze is hydroxypropyl beta-cyclodextrin (HPβCD). Procter & Gamble claims that these molecules bind hydrocarbons within the doughnut shape, retaining malodorous molecules, which reduces their release into the air and thus the perception of their scent. The original formula was developed in Plymouth, England. The use of a cyclodextrin as a sprayable odor absorber is patented by Procter & Gamble.
The product initially sold poorly until P&G realised that people had become accustomed to the smells in their own homes, then switched to linking it to pleasant smells and cleaning habits to produce the successful product.
Veterinary toxicology experts working for the ASPCA Animal Poison Control Center consider Febreze fabric freshener products to be safe for use in homes with pets. However, the package labeling indicates that the product is considered not safe around birds.