Pia Wurtzbach shares her Priceless Gifts as she #Spreads100Hugs with Downy

For Filipinos, Christmas is a festive celebration to reconnect with the peopke who matter the most. And we need not splurge on gifts to make these celebrations valuable. Pia Wurtzbach and Downy redefine gift-givibg this Christmas with a simple, yet meaningful gift idea --- a hug.

Hugging therapy is definitely a powerful way of healing. It turns out hugging is proven to make us healthier. Numerous studies have shown touch to be a fundamental component in human communication, connection and wellbeing. And evidence suggests that close physical contact – such as a hug is extremely effective at healing sickness, disease, loneliness, depression, anxiety and stress.

There are lots of hugging benefits that will make you want to snuggle with your favorite person. Research shows that the act of hugging is protective and intimate. Hugging reduces stress and boosts our Immune System.

The physical closeness translates to emotional intimacy. With the physically and emotionally.exchange comes feelings of happiness and gratitude. Hugging increases feelings of empathy and compassion. It has that incredible power to make us feel warm and special.

A hug has the ability to affect us all. There is kindness when we comfort and console.

Pia Wurtzbach believes in the power of hugs. The hug ambassadress, together with the leading global fabric softener Downy, launched the #Spread100Hugs campaign today in the first-ever hug-activated Downy Scented Christmas Tree at Eastwood Mall.

The grand event showcased 5 real and inspiring stories of Filipinos—Diane, a deaf and mute mother of two; Dhorie, an OFW mother; Kenjie and JJ, and Catherine and Robi, who are same sex couples; and, Fernanda Baky, a retired teacher, and David Baky, Head of Security for the US World Relief Corporation, and how hugs played an important role in their relationships.

Pia Wurtzbach's own #Spread100Hugs hugging tour began as she gave hugs to her make up artist, childhood friends and her Binibining Pilipinas mentor. Afterwards, she made her way to Eastwood Mall and culminated her hugging tour with her last and most special hug, with her boyfriend, Marlon Stockinger, and the lighting of the first ever 50 feet, hug-activated Downy scented Christmas Tree.

Decked with red LED lights, the sea of red roses inside the 50-feet Scented Christmas Tree lights up when people hug each other inside the perfume-scented chamber.

Visit the hug-activated Downy Scented Christmas Tree from November 20. 2018 to December 19, 2018 and #Spread100Hugs starting today to experience a hug's undeniable power.

Learn more about #Spread100Hugs and watch Downy's video diary that showcases a variety ofcheart-warming stories of appreciation, reunion and reconciliation on Downy Philippines' Facebook page.