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From curls and blowouts to pet hair and be...

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From curls and blowouts to pet hair and beyond, Swiffer Hair Magnet helps trap and lock the hair your everyday routines leave behind

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Hair is part of nearly everyone&#39;s daily routine. From long hair and curls to beard trimmings and pet hair, every hair story is different. Yet one universal truth remains: hair has a way of ending up everywhere. In fact, 52% of Americans say they only clean their floors when dirt, dust or hair becomes visible<sup xmlns="http://www.w3.org/1999/xhtml">1</sup>, highlighting just how often everyday messes can accumulate before they&#39;re addressed.

</p><p xmlns="http://www.w3.org/1999/xhtml" id="news-body-cta">This press release features multimedia. View the full release here: <a xmlns="http://www.w3.org/1999/xhtml" href="https://www.businesswire.com/news/home/20260819693674/en/" rel="nofollow">https://www.businesswire.com/news/home/20260819693674/en/</a></p><div xmlns="http://www.w3.org/1999/xhtml" id="bwbodyimg" style="width: 480px; float:left; padding-left:0px; padding-right:20px; padding-top:0px; padding-bottom:0px;"><img xmlns="http://www.w3.org/1999/xhtml" src="https://mms.businesswire.com/media/20260819693674/en/2878435/4/Image_1_-_Product_image.jpg" alt="Swiffer Hair Magnet Deluxe"></img><p xmlns="http://www.w3.org/1999/xhtml" style="font-size:85%;">Swiffer Hair Magnet Deluxe</p></div><p xmlns="http://www.w3.org/1999/xhtml">
That&#39;s why Swiffer is partnering with hair expert and entrepreneur Jen Atkin to spotlight a different kind of hair tool: the Swiffer Hair Magnet, designed to tackle the hair, dust and debris that accumulate on floors throughout the home. Swiffer Hair Magnet traps and locks what other tools may push around, making it easier to clean up hair, no matter where it comes from.

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As one of the beauty industry&#39;s most recognized hair experts, Jen Atkin has spent her career helping people manage, style and care for their hair. Through years of working with clients and building hair-focused businesses, she has seen firsthand that great hair routines often leave behind an unwanted reality: loose hair on floors, in corners and along baseboards. That&#39;s where the Swiffer Hair Magnet comes in, helping trap and lock the hair that accumulates after styling, shedding, grooming and everyday life.

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&#34;As a hair expert, I&#39;ve spent years helping people achieve their best hair, but every routine has one thing in common: hair doesn&#39;t always stay on your head,&#34; said Jen Atkin. &#34;Whether it&#39;s the strands left behind after styling, the hair that collects after a trim, or the everyday shedding from my dogs that seems to find its way into every corner of the house, cleanup is simply part of the process. The Swiffer Hair Magnet takes the hassle out of picking up loose hair, helping make cleanup feel like a natural finishing touch to any hair routine.&#34;

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The Swiffer Hair Magnet was engineered specifically for one of the most persistent household cleaning challenges: hair pickup. Featuring 3D fluffy fibers that help Trap + Lock&#x2122; 2X more hair, dirt and dust<sup xmlns="http://www.w3.org/1999/xhtml">2</sup>, the product is designed to lift and capture hair from everyday activities, from styling and grooming to pet shedding. A 360-degree locking head helps users reach baseboards and corners where hair tends to collect, while a collapsible handle and cord-free design make it easy to grab for quick cleanups throughout the day.

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"Jen Atkin has built her career around great hair, so she knows better than anyone how annoying it can be to clean it up," said Ann Tobias, Swiffer Brand Director. "Swiffer Hair Magnet traps hair instead of pushing it around like a broom, making cleanup feel as satisfying as a great hair day."

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<b xmlns="http://www.w3.org/1999/xhtml">What is the Swiffer Hair Magnet?</b>

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The Swiffer Hair Magnet is a cleaning tool designed to tackle pet and human hair, dust and everyday debris that accumulate on floors throughout the home. The product uses 3D fluffy fibers designed to Trap + Lock&#x2122; hair while helping consumers clean hard-to-reach spaces and baseboards.

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<b xmlns="http://www.w3.org/1999/xhtml">Why did Swiffer partner with Jen Atkin?</b>

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Jen Atkin is one of the most recognized hairstylists in the world and has spent her career helping people manage, style and care for their hair. Together, Swiffer and Atkin are spotlighting an often-overlooked reality: every hair routine creates cleanup, and every consumer can benefit from a simpler way to tackle hair on their floors.

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<b xmlns="http://www.w3.org/1999/xhtml">Does the Swiffer Hair Magnet pick up different types of hair?</b>

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Yes. Swiffer Hair Magnet is designed to tackle the everyday hair messes that come with styling, grooming, shedding and life at home. From long strands and short clippings to beard trimmings and dog and cat hair, its 3D fluffy fibers help Trap + Lock&#x2122; hair from hard floors, making everyday hair cleanup easier.

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<b xmlns="http://www.w3.org/1999/xhtml">What makes the Swiffer Hair Magnet different?</b>

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The Swiffer Hair Magnet features:

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3D fluffy fibers that help Trap + Lock&#x2122; 2X more hair, dirt and dust<sup xmlns="http://www.w3.org/1999/xhtml">1</sup>

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A 360-degree swivel and locking head designed for baseboard cleaning

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A collapsible stick that retracts to half its size for easier storage

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Cord-free and charge-free operation, making it ready whenever you need it

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<sup xmlns="http://www.w3.org/1999/xhtml">____________________</sup>

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<sup xmlns="http://www.w3.org/1999/xhtml">1</sup> Swiffer 2026 Survey Data

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<sup xmlns="http://www.w3.org/1999/xhtml">2</sup> Vs. Swiffer Hair Magnet cloths

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<b xmlns="http://www.w3.org/1999/xhtml">What products are available and where can consumers find them?</b>

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The Swiffer Hair Magnet Deluxe Starter Kit is available nationwide. The kit includes the Hair Magnet Deluxe, Hair Magnet Heavy Duty Sweeping Cloths and Mop &amp; Go Heavy Duty Mopping Cloths. Additionally, the Heavy Duty Sweeping Cloth refills are available in Unstopables and Lemon Scents. Pricing and promotion are at the sole discretion of retailers.

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To learn more, please visit Swiffer.com. Follow @Swiffer on TikTok and Instagram for tips and tricks on how to get the most out of your cleaning products, as well as updates on future innovations and offerings.

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<b xmlns="http://www.w3.org/1999/xhtml">About Procter &amp; Gamble</b>

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P&amp;G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always&#xAE;, Ambi Pur&#xAE;, Ariel&#xAE;, Bounty&#xAE;, Charmin&#xAE;, Crest&#xAE;, Dawn&#xAE;, Downy&#xAE;, Business Use Fairy&#xAE;, Febreze&#xAE;, Gain&#xAE;, Gillette&#xAE;, Head &amp; Shoulders&#xAE;, Lenor&#xAE;, Olay&#xAE;, Oral-B&#xAE;, Pampers&#xAE;, Pantene&#xAE;, SKII&#xAE;, Tide&#xAE;, Vicks&#xAE;, and Whisper&#xAE;. The P&amp;G community includes operations in approximately 70 countries worldwide. Please visit <a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.pg.com&amp;esheet=54591635&amp;newsitemid=20260819693674&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com&amp;index=1&amp;md5=7286d78690c8e80828a3411ee4451af5" shape="rect">https://www.pg.com</a> for the latest news and information about P&amp;G and its brands. For other P&amp;G news, visit us at <a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.pg.com%2Fnews&amp;esheet=54591635&amp;newsitemid=20260819693674&amp;lan=en-US&amp;anchor=http%3A%2F%2Fwww.pg.com%2Fnews&amp;index=2&amp;md5=f12450b6c93fd116ac1dbe58db0b3e84" shape="rect">http://www.pg.com/news</a>.

</p><p xmlns="http://www.w3.org/1999/xhtml"><img xmlns="http://www.w3.org/1999/xhtml" alt="" src="https://cts.businesswire.com/ct/CT?id=bwnews&amp;sty=20260819693674r1&amp;sid=benz2&amp;distro=nx&amp;lang=en" style="width:0;height:0"></img><span xmlns="http://www.w3.org/1999/xhtml" class="bwct31415"></span></p><p xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink"><span xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink-phrase">View source version on businesswire.com: </span><span xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink-link"><a xmlns="http://www.w3.org/1999/xhtml" href="https://www.businesswire.com/news/home/20260819693674/en/" rel="nofollow">https://www.businesswire.com/news/home/20260819693674/en/</a></span></p><p xmlns="http://www.w3.org/1999/xhtml">
Maytal Levi
<br xmlns="http://www.w3.org/1999/xhtml"></br>P&amp;G Surface Care, Communications Leader
<br xmlns="http://www.w3.org/1999/xhtml"></br><a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="mailto:levi.m@pg.com" shape="rect">levi.m@pg.com</a>

</p><p xmlns="http://www.w3.org/1999/xhtml">
Alan Danzis
<br xmlns="http://www.w3.org/1999/xhtml"></br>MSL New York
<br xmlns="http://www.w3.org/1999/xhtml"></br><a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="mailto:alan.danzis@mslgroup.com" shape="rect">alan.danzis@mslgroup.com</a>

</p>

Hair Expert Jen Atkin Has a New Hair Obsession: Keeping It Off Your Floors with Swiffer Hair Magnet Deluxe

PG launches Swiffer Hair Magnet with Jen Atkin to expand hair-cleanup

<section class="insight" data-version="1">
  <section data-block="information">
    <h3>Information</h3>
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From curls and blowouts to pet hair and be...</p>
  </section>

  <section data-block="ai-summary-paragraph">
    <h3>AI Summary</h3>
    <p>Procter &amp; Gamble unveils the Swiffer Hair Magnet in a collaboration with hair expert Jen Atkin, highlighting a 3D fluffy-fiber tool designed to trap hair, dirt, and dust. The nationwide launch and celebrity-backed promotion could modestly lift Swiffer category momentum and consumer engagement, with near-term sales traction depending on retailer promotions and shelf placement.</p>
  </section>

  <section data-block="ai-summary-bullets">
    <h3>Key Points</h3>
    <ul><li>Swiffer Hair Magnet launches with Jen Atkin; aims to expand hair-cleanup.</li><li>3D fluffy fibers Trap + Lock 2X more hair; 360-degree head.</li><li>Starter kit nationwide; pricing controlled by retailers.</li><li>PG portfolio includes Always, Tide, Pampers; operates in ~70 countries.</li><li>Jen Atkin partnership boosts credibility and social reach.</li></ul>
  </section>

  <section data-block="companies-mentioned">
    <h3>Companies Mentioned</h3>
    <ul><li><strong>Procter &amp; Gamble Co. (PG)</strong>: Primary beneficiary; product launch could modestly lift Home Care momentum and near-term sales.</li><li><strong>Swiffer (N/A)</strong>: PG brand launching Hair Magnet; potential uplift in floor-cleaning category momentum.</li><li><strong>Jen Atkin (N/A)</strong>: Celebrity endorser; may expand marketing reach and credibility of the product.</li></ul>
  </section>

  <section data-block="category">
    <h3>Industry News</h3>
    <p>Category: Industry News. Fits as a consumer-product launch within PG&#039;s Home Care segment, with potential modest near-term sales impact and brand equity effects depending on uptake and promotional execution.</p>
  </section>

  <section data-block="market-moving">
    <h3>Market-Moving</h3>
    <ul><li>Celebrity-backed launch could boost Swiffer brand visibility and quick adoption.</li><li>Retailer promotions and shelf placement will drive near-term sales traction.</li><li>Market response hinges on retailer pricing strategies and promotional activity.</li></ul>
  </section>

  <section data-block="key-facts">
    <h3>Key Facts</h3>
    <ul><li>Date of release: Aug 19, 2026.</li><li>Hair Magnet claims 2X more hair, dirt, and dust capture.</li><li>Starter Kit includes Hair Magnet Deluxe, Heavy Duty Cloths, Mop &amp; Go.</li><li>Available nationwide; 3D fluffy fibers and 360-degree head features.</li><li>PG brand Swiffer; portfolio includes Always, Tide, Pampers; operates in ~70 countries.</li></ul>
  </section>

  <section data-block="trading-thesis">
    <h3>Trading Thesis</h3>
    <p>Near-term upside for PG if Hair Magnet gains rapid retailer traction and favorable promos; monitor weeks ahead.</p>
  </section>
</section>


<article>
  <p><strong>PG</strong>'s Swiffer brand announces the nationwide launch of the Swiffer Hair Magnet Deluxe, a hair-cleaning tool designed to trap and lock hair, dust and debris on floors. The collaboration with renowned hair expert Jen Atkin aims to address persistent hair messes from styling, shedding, grooming and daily life. This release underscores Swiffer's ongoing effort to make household cleanup faster and more effective across homes nationwide.</p>

  <section>
    <h2>Overview: Swiffer Hair Magnet Deluxe and the Jen Atkin Partnership</h2>
    <p>That’s why Swiffer is partnering with hair expert and entrepreneur Jen Atkin to spotlight a different kind of hair tool: the Swiffer Hair Magnet, designed to tackle the hair, dust and debris that accumulate on floors throughout the home. Swiffer Hair Magnet traps and locks what other tools may push around, making it easier to clean up hair, no matter where it comes from.</p>
  </section>

  <section>
    <h2>Product Details: How Swiffer Hair Magnet Deluxe Works</h2>
    <p>As one of the beauty industry’s most recognized hair experts, Jen Atkin has spent her career helping people manage, style and care for their hair. Through years of working with clients and building hair-focused businesses, she has seen firsthand that great hair routines often leave behind an unwanted reality: loose hair on floors, in corners and along baseboards. That’s where the Swiffer Hair Magnet comes in, helping trap and lock the hair that accumulates after styling, shedding, grooming and everyday life.</p>

    <p>“<em>As a hair expert, I’ve spent years helping people achieve their best hair, but every routine has one thing in common: hair doesn’t always stay on your head,</em>” said Jen Atkin. <em>“Whether it’s the strands left behind after styling, the hair that collects after a trim, or the everyday shedding from my dogs that seems to find its way into every corner of the house, cleanup is simply part of the process. The Swiffer Hair Magnet takes the hassle out of picking up loose hair, helping make cleanup feel like a natural finishing touch to any hair routine.”</em></p>

    <p>The Swiffer Hair Magnet was engineered specifically for one of the most persistent household cleaning challenges: hair pickup. Featuring 3D fluffy fibers that help <strong>Trap + Lock&#x2122;</strong> <strong>2X</strong> more hair, dirt and dust<sup>1</sup>, the product is designed to lift and capture hair from everyday activities, from styling and grooming to pet shedding. A 360-degree locking head helps users reach baseboards and corners where hair tends to collect, while a collapsible handle and cord-free design make it easy to grab for quick cleanups throughout the day.</p>

    <p>“<em>Jen Atkin has built her career around great hair, so she knows better than anyone how annoying it can be to clean it up,</em>” said Ann Tobias, Swiffer Brand Director. <em>“Swiffer Hair Magnet traps hair instead of pushing it around like a broom, making cleanup feel as satisfying as a great hair day.”</em></p>
  </section>

  <section>
    <h2>What is the Swiffer Hair Magnet?</h2>
    <p>The Swiffer Hair Magnet is a cleaning tool designed to tackle pet and human hair, dust and everyday debris that accumulate on floors throughout the home. The product uses 3D fluffy fibers designed to <strong>Trap + Lock&#x2122;</strong> hair while helping consumers clean hard-to-reach spaces and baseboards.</p>

    <h3>Key differentiators</h3>
    <ul>
      <li>3D fluffy fibers that help <strong>Trap + Lock&#x2122;</strong> <strong>2X</strong> more hair, dirt and dust<sup>1</sup></li>
      <li>A 360-degree swivel and locking head designed for baseboard cleaning</li>
      <li>A collapsible stick that retracts to half its size for easier storage</li>
      <li>Cord-free and charge-free operation, making it ready whenever you need it</li>
    </ul>
  </section>

  <section>
    <h2>Availability: Where to Find Swiffer Hair Magnet Deluxe</h2>
    <p>The Swiffer Hair Magnet Deluxe Starter Kit is available nationwide. The kit includes the Hair Magnet Deluxe, Hair Magnet Heavy Duty Sweeping Cloths and Mop &amp; Go Heavy Duty Mopping Cloths. Additionally, the Heavy Duty Sweeping Cloth refills are available in Unstopables and Lemon Scents. Pricing and promotion are at the sole discretion of retailers.</p>

    <p>To learn more, please visit Swiffer.com. Follow @Swiffer on TikTok and Instagram for tips and tricks on how to get the most out of your cleaning products, as well as updates on future innovations and offerings.</p>
  </section>

  <section>
    <h2>Context and Background</h2>
    <p>In its messaging, Swiffer emphasizes that hair cleanup is a common part of daily life, and the Hair Magnet is designed to make this task easier and more satisfying. This launch aligns with Swiffer’s broader strategy to address everyday cleaning challenges with purpose-built tools that capture hair, dust and debris on hard floors.</p>

    <p><strong>PG</strong> remains focused on expanding its consumer cleaning portfolio with evidence-based innovations that respond to real-world household needs. The Hair Magnet Deluxe initiative showcases how partnerships with trusted experts can amplify product relevance and drive adoption across households.</p>
  </section>
</article>

Procter & Gamble unveils the Swiffer Hair Magnet in a collaboration with hair expert Jen Atkin, highlighting a 3D fluffy-fiber tool designed to trap hair, dirt, and dust. The nationwide launch and celebrity-backed promotion could modestly lift Swiffer category momentum and consumer engagement, with near-term sales traction depending on retailer promotions and shelf placement.

News insight

Hair Expert Jen Atkin Has a New Hair Obsession: Keeping It Off Your Floors with Swiffer Hair Magnet Deluxe

AI summary

Sentiment rationale

Key facts

Industry News