More than eight in 10 Brits want to save time with a faster laundry option for clothes with invisible dirt like sweat and pollution, according to new research.
Exactly 82% of us are calling on a more efficient washing alternative, with the majority (70%) of clothing washed now containing no visible stains but soiled with invisible dirt like sweat and pollution.
As a result, over two thirds (68%) of washing machine owners choose a cycle that lasts less-than-30-minutes at least once a week.
And coupled with the rise of washing machines with cycle settings as short as 15 minutes, this has created a new consumer need for an effective laundry detergent that can deliver outstanding performance and freshness even in the shortest cycles - 15 minutes - and without leaving sticky residues.
The findings, commissioned by Persil - the UK’s leading liquid laundry detergent brand – also found for those using short wash cycles, 61% find issues with residue, malodour, a loss of clothing shape and/or colour and a distinct lack of fragrance.
Short wash cycles are not only convenient for busy lifestyles but can also save energy and money, with the use of a quick wash saving up to 30% water and up to 60% energy per cycle.
In response to the new findings, Persil has now reinvented laundry detergent with new Wonder Wash, their first laundry detergent specially designed to work in the shortest wash cycles, even down to 15 minutes.
The innovation was developed by Unilever scientists, using state-of-the-art robotics and AI accelerated digital testing to create a laundry detergent specifically designed for outstanding performance even in a 15-minute cycle.
Unileve’s Nadine Slyper said: "We see a rapid rise in people doing short wash cycles driven by a desire to save time, energy and water.
“To meet this changing laundry trend, we have used leading edge science and technology to create Persil Wonder Wash, the next generation of detergent which works even in 15 minutes.
“This removes dirt and odours fast, leaving no residue and delivers extraordinary long-lasting fragrance in short cycles.”
While regular liquid detergents aren’t designed for best performance in short cycles and can leave sticky residues, Unilever scientists have developed a blend of fast-acting ingredients, which activate as soon as the cycle begins, tackling everyday grime and malodour compounds in a matter of minutes.
Evaluated by an expert sensory panel, Persil Wonder Wash is a liquid detergent which has been formulated with Pro-S technology to deliver superiority in odour removal while also delivering a burst of long-lasting fragrance.
Persil Wonder Wash is being launched by Persil’s brand partner, Usain Bolt, the eight-time Olympic gold medallist coined ‘the world’s fastest man’. Brits will see Bolt on TVs and billboards across the nation encouraging them to ‘Experience Short Cycle Wonder’ with Persil Wonder Wash.
Each variant is available to purchase in two sizes (31 washes, RRP £7, 55 washes, RRP £10). Available at Tesco, Sainsburys, ASDA, Morrisons, Co-Op and other major retailers. Pricing is at the sole discretion of the retailer.
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