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Fast & Effective: Persil Wonder Wash

Adriana Motta
Oct 16, 2024
2 min read

Unilever introduced an innovative laundry detergent designed to deliver superior cleaning performance at lower temperatures and in shorter wash cycles. The product maintains stain removal efficacy while reducing energy consumption and environmental impact associated with laundry.

Three Persil Wonder Wash bottles in pink, blue, and teal, labeled for short cycles. Pro-5 technology is highlighted on a white background.

Product innovation

The formulation incorporates advanced enzyme technology that activates quickly and works effectively at temperatures as low as 20°C (68°F). The innovation includes trademarked surfactant technology that penetrates fabrics more rapidly, enabling shorter wash cycles without compromising cleaning performance.

Man in white shirt and black shorts running beside a large Persil Wonder Wash bottle. Blue background. Text: "NEW," "SHORT CYCLES."

Persil Wonder Wash addresses the growing consumer concern about the environmental impact of household activities while meeting expectations for cleaning efficacy. Its competitive advantage lies in eliminating the trade-off between cleaning performance and environmental considerations.

The product appeals to environmentally conscious consumers who are unwilling to compromise on cleanliness standards.

Development

The concept was developed in response to market research done by the company that showed an increasing consumer interest in sustainable household products that don't require performance sacrifices.

Unilever (Persil's parent company) invested in extensive enzyme and surfactant research to create a formulation specifically optimised for low-temperature, short-cycle washing.

Three Persil Wonder Wash bottles in blue, teal, and purple, labeled "Designed for Short Cycles." Water splashes on a blue background.

Trend

According to Mintel's 2023 Home Care Report, 72% of consumers express concern about the environmental impact of their laundry habits, but only 38% were willing to compromise on cleaning performance.

Also Euromonitor International reported that sustainable laundry products grew by 14% in 2023, significantly outpacing the broader category. Kantar data indicated that products enabling energy or water savings commanded a 24% price premium on average.