Procter & Gamble has a new imperative: ensuring that current and new products are environmentally sustainable without sacrificing product performance and market share. Through a grant from DOE’s INCITE program P&G’s research scientists were able to study the complex interactions of billions of atoms and create simulations at the atomic level to determine how tiny submicroscopic structures impact the characteristics of the ingredients in their soaps, detergents, lotions and shampoos.