P&G (NYSE:PG), which owns Downy and Gain and more than half of the $1.3 billion U.S. fabric softener market, is hoping to change that sentiment and reel in millennials – quickly.

A 9-year-old Washington State girl was in critical condition at a hospital's burn unit after her nightgown went up in flames last week, and local fire officials said, and fabric softener may have ...