Breaking News

New Technology at Woolite

May 8, 2014

Fiber-Flex maintains fabric shape, says Reckitt-Benckiser

Reckitt Benickier is rolling out Woolite Everyday with Fiber-Flex, billed as an “innovative new detergent formula” that helps protect clothes from color fading and maintains fabric shape and fiber elasticity to leave clothes looking like new even after 20 washes. The exclusive Fiber-Flex Technology described by the brand as a first-of-its-kind in detergents and is designed to help provide ultimate protection by maintaining fabric shape and fiber elasticity while cleaning. Garments also feel soft and smooth and provide visible effects after only five washes.

The R&D team at Woolite studied the personal care industry and conducted extensive testing which simulated the real life wearing and stretching of garments, and they also looked at consumers' habits and top motivators as it relates to laundry and the care of their clothing. The findings showed that 80% of consumers were most interested in detergents that cleaned while preserving the integrity of the garment especially shape and fit.  As such, after scouring through hundreds of potential ingredients to achieve this preservation efficacy, the main ingredient—fatty coconut acid oil—was found to nourish fibers of garments during the wash cycle.

"We know that protection during the cleaning process is very important to keep your favorite everyday clothes from fading, shrinking and stretching," said Ben Crawley, brand manager for Woolite USA. "Leveraging our expertise in the protection of delicates, we are excited to introduce Woolite Everyday with Fiber-Flex technology that extends the protection and care in the wash to all everyday clothes and not just delicates. Woolite will help preserve the love affair a consumer has for her favorite clothes for up to 20 washes."
Woolite Everyday with Fiber-Flex technology also features a new Sparkling Falls scent.

Related End-User Markets:

Related Raw Materials:

  • What’s Up with Brexit?

    What’s Up with Brexit?

    March 9, 2017
    During In-Cosmetics, industry experts from the CTPA will weigh in on what’s ahead for the beauty industry.

  • How We Clean

    How We Clean

    Tom Branna, Editorial Director||March 6, 2017
    Consumers describe what makes them tick and what ticks them off about household cleaning products.

  • Monday Morning Quarterback

    Monday Morning Quarterback

    Christine Esposito, Associate Editor||February 6, 2017
    Super Bowl commercials are big business. Let’s look at some of personal and household care brands that bought spots this year

  • Supply-Side Innovations

    Supply-Side Innovations

    Tom Branna, Editorial Director||March 1, 2017
    Raw material suppliers roll up their sleeves and roll out their new products for the global cleaning industry.

  • New Faces in Familiar Places

    New Faces in Familiar Places

    Tom Branna, Editorial Director||March 1, 2017
    The American Cleaning Institute officially welcomed its new president.

  • The Green Dot

    The Green Dot

    John Kim and Lambros Kromidas, PhD*, Shiseido Americas||March 1, 2017
    Insights into one of the most used trademarks in the world.